Sales Tip Week: Part Four — Change The Conversation

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“The prospects and Clients expect the conversation to go down a path.  Take it down a different path – the path of their choosing.  Let the story be about them.  Conduct the conversation from their perspective.”

–  Steve Heston, in a fundamental truth of the Heston Group Sales Training System

Perspectives matter more than facts.  No one cares about us or our story unless we can make it about them and their story.

Tell, pitch, close.  That’s what buyers expect.

Imagine their delight when they’ve done most of the talking.  Imagine their transparency when the conversation centers around what is important to them.  Imagine their amazement when the solution turns out to be their idea.

Changing the conversation is not difficult, but it is uncommon, and it does require curiosity, the willingness to be in the moment, and to sacrifice what we want to tell for what they want to know.

Unless it matters to them, it doesn’t matter.


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