Marketing Mystery Moments
The Key to Better Sales Conversations Isn't What You Say
The words you use matter, but they may not be the most important part of the conversation.
I've been in conversations where I was so focused on what I wanted to say next that I almost missed what the other person was really trying to tell me. I think we've all done it. It happens in networking, on discovery calls, and definitely in sales conversations.
When we're talking with a prospective client, there's often a lot going through our minds. We want to explain what we do clearly, answer their questions, demonstrate that we understand their situation, and make sure they know how we can help. At the same time, we may be thinking ahead to what we should ask or say next. With so much attention focused on our side of the conversation, it's surprisingly easy to miss important information the other person is giving us.
When Knowing What to Say Isn't Enough
Many entrepreneurs believe becoming better at sales means learning the right script, asking the right questions, or finding the perfect words. Those things can certainly help, but they aren't the whole conversation.
One of the insights Jacquie Nagy, Emergent New Code NLP™ Trainer and Coach, shared during our Marketing Mastery Moment™ conversation was that one of the biggest mistakes entrepreneurs make in sales conversations is ineffective listening. We can become so focused on explaining our services and sharing our expertise that we don't always hear what the person in front of us is really trying to tell us.
Jacquie's approach isn't about memorizing a better script. It's about learning to listen differently.
What Are You Hearing — and What Are You Missing?
The words someone uses are important, but they're only one part of a conversation. Tone, body language, facial expressions, and even what isn't being said can provide valuable information. When we're already thinking about our next response, it's easy to miss some of those signals.
Instead of listening for the next opportunity to explain your service, what happens when you listen with the intention of truly understanding the person? You begin to notice what they're trying to accomplish, what seems most important to them, where they may have concerns, and which issues keep coming back into the conversation. You may also discover that the problem you originally thought they needed help solving isn't actually the problem that's most important to them.
This is where listening can completely change the direction of a sales conversation. The better you understand the person in front of you, the easier it becomes to explore whether what you offer is genuinely a good fit for what they need.
A Different Way to Think About Selling
For many entrepreneurs, selling becomes uncomfortable when it feels like we're trying to convince someone to buy. We may worry about sounding pushy or putting pressure on someone, particularly when our businesses have been built around genuinely wanting to help people.
A relational sales conversation approaches selling differently. The goal isn't simply to work through a series of questions, explain your offer, overcome objections, and reach the close. It's to create a meaningful conversation that allows both people to determine whether there's a good fit.
That doesn't mean you're avoiding the fact that it's a sales conversation. You're still exploring an opportunity to work together. The difference is that you're not concentrating primarily on what you're going to say next. You're paying closer attention to the person you're talking to.
That's what I find so interesting about Jacquie's perspective. Better sales conversations aren't necessarily created by having the perfect script or knowing exactly what to say in every situation. Sometimes they begin by becoming more curious, paying closer attention, and allowing the conversation to unfold based on what you're actually hearing.
Your Marketing Mastery Takeaway
The next time you're having a conversation with a prospective client, pay attention to where your attention goes. Are you listening to understand what they're really telling you, or are you listening while preparing what you're going to say next?
Sometimes improving your sales conversations doesn't require finding better words.
It requires hearing more of what's already being said.
Take Your Sales Conversations Further
Jacquie Nagy is one of the Featured Experts in Marketing Mystery to Marketing Mastery™, where she shares her expertise on creating better sales conversations.
If you'd like to explore Jacquie's approach further, she's created Beyond Selling: A Framework for Relational Sales Conversations. This free guide explores how to build genuine rapport, more deeply understand your prospective clients' needs, and guide them through a more natural sales conversation without relying on pushy sales tactics.
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