Most sales training providers teach you the WHAT – selling techniques, approaches or strategies. These are important. For example, we would probably all agree that it is important for a seller to gain as much information from a customer as possible about their needs and pain. That is a technique or approach that is usually taught. But the skill a seller uses in asking about those needs will determine the quantity and quality of information that the customer is willing to share in the moment. Questioning skills like prefacing and trading teach a seller how to masterfully ask critical questions of customers in a way that demonstrates credibility, professionalism, thoughtfulness, and confidence. Techniques and approaches are of no use without the skills to execute them well!
In personal interactions, our ability to create a connected, insightful, engaging dialogue is key to establishing trust and building long-term relationships. Have you ever watched two people in a conversation and just know that they clicked? They were open, free-flowing, forthcoming, and engaged. Many think that this flow is an art form – a power or type of charisma that some possess and most don’t. But in truth, a good dialogue is about mastering the critical selling skills that allow a salesperson to own a dialogue without manipulation, understand needs while influencing perspectives, drive momentum while demonstrating customer focus, and above all build trust while making the sale! We teach salespeople to master dialogues so that they can lead them in a way that is genuine, credible, and differentiated.
We can see the DNA of a sales dialogue in real-time and can see when it goes off the rails. We know the failure points in a dialogue and the ways to get it back on track. We know how to engage a customer in a way that demonstrates credibility and expertise yet communicates a desire to learn about them and acknowledges their unique challenges. Our dialogue approach builds trust, engages customers, leads to deeper discovery, and creates a collaborative path to close.
Like any skilled performer, there is a dramatic difference between good and great. Knowing what differentiates a good dialogue from a GREAT one can mean the difference in outselling a competitor or unearthing needs that the customer has traditionally kept close to their chest.