The Importance of “Conversation” in the Sales Process

Conversation Coach and author Robert King wrote a piece for Selling Power this week that looked at the importance of the sales conversation when closing deals.  He discusses the value of being interactive, engaging and “generous” by being focused on the customer’s needs and specific requirements.  While this may seem obvious, King offers a number of interesting points to consider including, “Change your paradigm to see the world through the customer’s experience, not through your desperation to win the business. Conversations are audience-centric, customer-centric and company-centric.”

Sales Enablement focuses on empowering sales people to have knowledgeable, interactive and focused conversations with customers and prospects. SAVO’s philosophy is to align all of the resources in a company so that the right information, tools and people can be delivered in a way that is relevant to each unique selling situation. Entering a sales engagement with a “one size fits all” presentation is certain to fail.

The knowledge of an organization exists in its people and it’s a critical resource for sellers to tap into at any given time. For instance, when applying King’s model – a sales rep heading into a new engagement with a healthcare prospect should be prepared to talk about the challenges this organization faces when it comes to privacy and governance. The seller should be able to use examples to demonstrate how it helped other organizations similar to this prospect overcome any comparable challenges. This helps create more informed and dynamic conversations and ultimately, increases revenue.

Lack of Sales Process Alignment Hinders ROI

Earlier this week, SAVO’s Chuck Dulde and Dan Schleifer spoke with DemandGen Report about the impact that sales alignment has on revenue generation.  Specifically, they discussed how to empower salespeople who are engaging in critical conversations with customers.  Dulde said, “Salespeople don’t want to dig for information. It’s easier to call up a sales engineer to ask questions. The ability to categorize information as part of a governance activity and then situationally push it on a mobile device — or link to CRM records — for a unique selling situation, empowers sales with the information they need in the moment. The success of social collaboration tools truly hinges on how the organization processes information and pushes it out to sales.”

How does your sales process work today?  Do you use a social collaboration or sales enablement solution?



Posted in: Sales Enablement Week in Review
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