Master the Sales Conversation - 3 steps to winning sales meetings Article Image

Master the Sales Conversation - 3 steps to winning sales meetings

Regardless of experience, salary level or seniority, sales people tend to fall victim to similar issues and errors, which affect sales results. In this 3 part series, Glen Williamson shares his knowledge on mastering the sales conversation and provides valuable insight on the approach you should be taking when speaking with potential customers.

These issues cause sales meetings to be much more challenging than they need to be, leading to a lack of conversational flow and alignment, which in turn leads to failed sales opportunities.

Having conducted hundreds of field accompaniment programs over the last three decades with sales professionals of all standards and numerous SME business owners, I feel strongly about the ‘sales conversation’ challenges that too often prevent positive outcomes for both parties.

Time and time again, I have witnessed clear opportunities for both parties to win, and the final outcome is no sale is made.

Regardless of experience, salary level or seniority, sales people tend to fall victim to similar issues and errors, which affect sales results. These issues cause sales meetings to be much more challenging than they need to be, leading to a lack of conversational flow and alignment, which in turn leads to failed sales opportunities.

Over the past few years, numerous studies have been conducted about sales effectiveness. HBR concluded that less than 10% of sales meetings result in any type of commitment. In a 2015 study, Forrester reported that buyers only see value in on average 1 in 8 sales meetings they attend.

How is it that so many of us find the second oldest profession in the world so hard to execute consistently? I believe there are three crucial elements to successful sales conversations.


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