The Conversational Approach to Making Sales

You Can’t Have a Better Tomorrow Without Your Light-Bulb Moment Today

To reach the Summit, you need an epiphany. You, as the hero in your personal movie masterpiece, are facing another existential crisis.  Sales are down, and cash flow is abysmal.

What to do? You can double down and do the same old things in the same old way. Or you can seek transformation.

Movie characters transform themselves. But that’s a make-believe world.  Call it celluloid nirvana, call it what you want, but the reality is that the world of movies is built on fakery and illusion. That said, there are many parallels with the exploits of movie heroes and the real world travails of people like you and me.

Some movies feature an ensemble cast, but most focus on one main protagonist – the Hero.  Supporting characters might include:

  • The sidekick
  • The villain
  • The love interest

Think of John McClane in the Die-Hard series. A good guy placed in a stressful situation he didn’t ask for or want.

In the movie world, the old character is kaput. Or at least the blockage that constrains forward movement is exorcised. Banished; our erstwhile hero can see clearly now. This is the pre-condition for ‘waking up’ to the new world of possibilities.

The audience became part of the story and lived vicariously through our Hero and his journey.  I bet you were barracking for that guy. I know I was. But more than this: I imagined myself as him. 

After many heart-stopping moments, John finally figured out how to get out of that ghastly situation and escape the clutches of the dastardly Hans Gruber. We call this the ‘reaching the Summit’ stage. John encountered many problems and used his wit and resourcefulness to figure out different ways to overcome all of them. Phew!

Another movie example is the classic hero film, Rocky. As his unreformed self, Rocky Balboa couldn’t punch his way out of a paper bag.

It was only after his seminal moment that dramatic and profound change could happen.  It was at that time that success was almost assured, and sure enough, Rocky fought the big fight and won.

That’s what needs to happen in your business. Your customers as Heros; they reached the summit and solved their problem with your product. 

 Who is your customer’s villain? The villain or antagonist is a metaphor for a challenge like coping with pain, lack of sales, or a leaky roof.  Other examples could include company red ink, poor time management, lost opportunity, or poor cash flow. 

Money management problems, lack of energy, being overweight, or financing problems could also be appropriate depending on the type of business.  

When you are crystal clear about the obstacles faced by your prospective customers, take them on a journey of discovery. We call it the Call to Adventure. They’ll check out competitor offerings, and do their research. But until they find you, they haven’t solved their problem.

What about you?

Struggling with sales? Instead of doubling down, why not try a different approach?  A new way to make sales without using unnatural and forced old-style hard-sell techniques.

(Or perhaps you’ve got the mindset of an order taker. You pick up crumbs from the table and wonder why you’re always broke.  Ouch!)

Instead, embrace creative, conversational selling techniques. Create opportunities out of thin air, and revel in them.  But you need your light bulb moment – your big ah-ha. When it happens you will never be the same again. 

This is not about more clever thinking; it’s not thinking at all. It’s about SEEING.  So many folks miss this point. It’s more like a religious experience than a linear, logical process. You had an epiphany and saw the Light. Praise the Lord.

There’s no turning back. And nobody grows up without it.

How Conversational Selling Works

If you’re in sales and have one on one meetings with prospective clients, conversational selling methods can work exceptionally well.  When you use this approach your prospects will love you – they will ‘lock-in’ to every word you’re saying. Prospects will elevate you to the point where you are now seen as an expert and trusted confidant. 

But more than this: you will become the leader they’ve been looking for.

The key to turning a conversation with a prospect into a client is to understand exactly what they want in their life.  To do this you need to take the prospective customer on a ‘hero journey’ of discovery with you.

“If you can explain somebody’s problem better than they can, they will automatically attribute you as having the solution” Wyatt Woodsmall

Listening actively and using the prospect’s own words will enable a powerful process to take place between you and the prospect.

But here is the problem with most salespeople – they talk more than they listen.  But the reality is that a successful selling conversation happens when the prospect does most of the talking.

What about closing the deal?  When you “ask for the order” the best thing you can do is remain silent until they answer.  That’s the traditional approach.  But I usually handle it differently now.  I structure the interview in a way that often results in the prospect asking me to buy.  Nice.

In summary, here are the main benefits of using  conversational selling techniques:

  • It takes the pressure off you and your prospect.
  • There is no pitching
  • It gives your prospect the best possible outcome based on their situation.
  • Solution-focused not product-focused.
  • Potential to double, triple, and quadruple your earnings, almost instantly.

Want to learn more about conversational selling? Learn how to have simple conversations that naturally lead to sales.

Watch my new free video training:

The Conversational Approach to Making Sales

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