The Top 9 Secrets of Highly Effective Sales Conversations
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Table of Contents
Thehighlightreel . . . . . . . . . . . . . .3
What does this imply for sales teams? . . . . . . . 4
Thenine.................5
Setthetone ................. 6 Settheagenda ................ 8 Usepowerfullanguage . . . . . . . . . . . . . . 10 Listenmore..................11 Have natural conversations . . . . . . . . . . . . 12 Deal with competition early on . . . . . . . . . . . 13 Sellinteams................. 14 Discuss value, not features . . . . . . . . . . . . . 15 Focusonyourdemos . . . . . . . . . . . . . . 16
Recap..................17
●
●
●
2
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
The highlight reel
What distinguishes top sales reps from their average and low-performing peers?
Excellent sales interactions
That is the most critical differentiator.
There are only a few minor distinctions between what significant, mediocre, and poorly performing representatives do. They send comparable follow-up emails, work similar hours, and have an equivalent amount of discovery calls and demos. Simply put, a top representative’s performance is determined by what they do during sales convos.
Here are the nine tactics they use to ensure successful sales conversations:
They set the tone for the call by having prospects mirror them.
They deal with the competitors right away .
They set the agenda for what’s debated and when.
They sell in teams .
They discuss value rather than technical features.
They employ powerful language that prospects relate with achievement and authority.
They focus on their demonstrations.
They talk less and listen more .
They have natural convos that include a lot of back and forth.
Add each of these aspects to your sales interactions until you’ve mastered all nine... and watch your sales figures skyrocket!
●
●
●
3
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
What does this imply for sales teams?
This data is essential.
Why? Because every sales rep may imitate the nine aspects of highly effective sales convos and increase their sales figures.
When everyone on the team knows what to do during sales convos, they can function more like their top- performing colleagues.
The nine components are simple to grasp. Anyone can master them with a bit of practice. What does this imply for a sales team? It suggests that an upward trend in the sales statistics of the entire team is within reach.
The best salespeople can set themselves apart from their coworkers and compatriots by utilizing several different “tricks of the trade” to stand out above the rest.
Listen
Tone
Conversation
Language
Teams
●
●
●
4
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
The nine
Star performers typically make up around 20% of a sales force. Another 60% have average results, while the last 20% are poor performers.
Statistics provided by Gong.io
Where do you belong?
If you’re not in the top 20%, wouldn’t you like to figure out what makes that elite group so unique? Do they have a natural talent for selling, or are they all superb negotiators and rapport masters?
The last two are widespread beliefs among sales managers. Neither is correct.
The truth is that the tactics used during sales calls are what distinguishes top agents from the rest. There’re precise strategies and habits that they use to maximize their chances of winning on every call.
Let’s take a look at those so you can start using them as well.
●
●
●
5
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Set the tone
An analysis of 1 million calls yielded some surprising conclusions!
It turns out to be incorrect. Top
Have you ever heard of the term “mirroring”? It’s a typical sales approach in which salespeople subtly mimic their prospect’s speech pattern. They believe that if they mimic the prospect’s tone, talking pace, or specific words, they would appear more familiar and trustworthy. It turns out to be incorrect. Top salespeople take the opposite strategy to achieve results. They make the prospects mirror them. Here are a few examples of how this happens:
salespeople take the opposite strategy to achieve results.
Talking speed
Prospects of top sales professionals adjust their talking speed by 13% on average during the first three minutes of a conversation. Meanwhile, the average sales agents adjust their talking pace by 7% in an attempt to match their prospects, who usually don’t change their talking speed at all.
Star Reps
Prospects
200
175
150
125
100
5
10
15
20
25
30
35
Call duration
Statistics provided by Gong.io
●
●
●
6
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Sentiment
Sentiment is defined sentiment as to whether or not a person employs positive or negative language. Again, top representatives don’t change their wording to fit their prospect’s optimism or negativity; instead, they let the prospect become more or less positive to line with their language.
Star Reps
Prospects
0.6
0.4
0.2
0
5
10
15
20
25
30
35
Call duration
Statistics provided by Gong.io
Listen
Tone
Conversation
Language
Teams
●
●
●
7
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Set the agenda
The order in which you bring up key issues might impact the success of a sales conversation. Here are two examples of how that works.
It is not just what you say, but also when you say it.
Pricing
When you bring up pricing is very important. It’s one of the tensest parts of a sales call.
Here’s the lowdown: Top representatives discuss pricing late in the sales call. On a one-hour call, for example, they wait until three-quarters of the way through. In comparison, average salespeople discuss prices around the 12 to 15-minute range. Top salespeople establish the product’s value initially, which increases the likelihood of the prospect agreeing to favorable conditions.
Star Reps
Average Reps
Call duration
38 - 46 min window
Statistics provided by Gong.io
●
●
●
8
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Next steps
Winning sales agents also spend nearly 13% more time on the next steps at the end of their demonstration. They confirm how they intend to carry the project ahead, which is crucial for ensuring buy-in. And buy-in is the difference between holding a sales call and closing the deal.
Average Reps
Star Reps
0.00%
2.50%
5.00%
7.50%
10.00%
Percentage of Call Discussing “Next Steps”
Statistics provided by Gong.io
●
●
●
9
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Use powerful language
Words are not all made equal. Some have the ability to elicit sentiments of confidence, comfort, and trust, all of which aid in getting a prospect to say “yes.” High-performing sales reps use the following words during calls: ● The prospect’s name: Who doesn’t like hearing their name? It gives prospects a sense of importance and respect.
Certainly
Successful
● Imagine: This word evokes potential and heightens the prospect’s interest in the product.
Imagine
● Successful: As everyone wants to succeed in their jobs, this word is particularly appealing to prospects. ● Strong language: Use words like “absolutely” and “definitely” to express confidence and authority. “We can do that,” for example, is a short and definitive phrase. They demonstrate to the prospect that you have the power to make promises and decisions, which is an enticing trait. Finally, risk-reversal language relaxes prospects. When you remove the risk, you increase your chances of making a transaction. For instance, saying “We provide a 30-day, no-obligation trial” or “You may cancel at any moment” increases win rates by up to 32%.
Definitely
You can cancel at any time
●
●
●
10
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Listen more
We’re talking about therapy-level listening skills here. If you want to sell at the top of your game, you must listen.
Top performers have a talk-to-listen ratio of 46% to 54%, which means they speak less than half the time.
How can you know whether you’re listening well? Examine your talk-to-listen ratio.
Average performers speak up to 68% of the conversation, whereas low performers talk up to 72% of the time.
What may be achieved by listening more carefully? When a prospect talks more, you learn valuable info and establish a connection. Listening more prevents rambling or, worse, talking yourself out of a deal.
When your prospect pauses, don’t rush in. Allow at least one second after the prospect has finished talking to be sure they’re done speaking. They could start chatting again only to fill the quiet, providing more helpful information.
Talk
Listen
STAR REPS
AVERAGE REPS
BOTTOM REPS
Statistics provided by Gong.io
●
●
●
11
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Have natural conversations
No one likes being bombarded with quick-fire questions, especially while trying to learn more about a product, representative, or company. Prospects want to have a deep and engaging dialogue during which they feel heard, their concerns are addressed, and solutions are provided.
The call isn’t a checklist to complete, a “pitch,” or an interrogation. It’s a conversation.
That can only happen if the speakers have a good ebb and flow. It’s pretty simple: Take turns.
Top sales reps know how effective it is when salespeople and prospects take turns talking, the chances of a second meeting and a sale increase.
Instead of asking questions at the start of the call, ask them throughout it. When you do this, the conversation will naturally become more back and forth.
STAR REPS
AVERAGE REPS
Call Timeline
Statistics provided by Gong.io
●
●
●
12
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Deal with competition early on
Competition is a topic that many salespeople despise. Some put it off, while others wait until they’re confident regarding their chances with the prospect. They’re both taking the wrong approach. That may sound paradoxical, but by addressing the prospect’s perception of how you compare to the competition early on, you may impact them when they’re still forming an opinion. They’ll have forgotten about the competition by the time they get to yes.
When you discuss the competition early in the sales process, a deal is 49% more likely to close rather than later or never.
When the competition is addressed in the middle or at the conclusion of the sales cycle, the chances of closing the transaction go down.
By simply asking, “Who else are you thinking about?” early on, you’ll put yourself ahead of the competition.
Early Stage
Late Stage
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
2
4
6
8
10
12
14
16
No. of Competitor Mentions
Statistics provided by Gong.io
●
●
●
13
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Sell in teams
The information discovered is remarkable.
Having just one sales call involving several company participants increases your chances of closing a contract by 258% compared to going solo throughout the sales cycle. That is why top-performing sales reps enlist the help of others to accompany them on sales calls. Who they recruit is not that important. It might be their CEO, sales engineer, sales manager, or another stakeholder. By having increased personnel from your firm on the call, you’re showing the prospect that they’re important and providing them more opportunities to grasp your product and your organization.
Team selling is incredibly effective in increasing close rates.
One Participant
Multiple Participants
+258%
Close Rates
Statistics provided by Gong.io
●
●
●
14
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Discuss value, not features
This is why you should focus less on a product’s features and more on the final result the consumer will get.
Prospects would prefer to hear how a product will benefit them then learn about its technical characteristics.
Star salespeople spend 52% more time discussing value-related topics than average performance. That’s a significant distinction.
Here’re some examples of what “value-related” means:
● ROI (return on investment) ● The prospect’s pain points
● The prospect’s business concerns ● Timelines and agendas for projects
Top salespeople also spend 39% less time than average reps discussing technical matters and features.
Average Reps
+52%
Star Reps
Time Spent Discussing Value-Related Features
Statistics provided by Gong.io
●
●
●
15
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Focus on your demos
Star salespeople don’t dilute their demos by cramming in every possible feature.
Star salespeople offer their prospects just enough information to pique their interest and encourage questions.
Prospects who ask inquiries are interested in learning more about your products. They’re also doing you a favor by pointing out the issues that are guaranteed to interest them. That’s the type of information you can use to adapt and concentrate your demo on the go.
It’s hardly surprising, therefore, that top-tier performers receive 28% more product demo queries than middle-of-the-pack performers. How do they manage it? In part, by asking prospects 30% fewer questions during demos. This allows the dialogue to flow back and forth, and prospects may ask questions about what’s most important to them.
Average Reps
+28%
Star Reps
Questions Received from Prospects During Demos
Statistics provided by Gong.io
●
●
●
16
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
THE TOP 9 SECRETS OF HIGHLY EFFECTIVE SALES CONVERSATIONS
Recap
If this feels like a significant change for you, focus on one or two aspects at a time during your calls. When you’ve mastered one, move on to the next... and the next... until you’ve mastered all nine.
Here’s the checklist. What will you mark checked on your next sales call?
Set the tone
Set the agenda
Use powerful language
Listen more
Have real convos
Discuss competition early on
Sell in teams
Talk value, not tech features
Focus on your demos
●
●
●
17
financialmedia.marketing
Info@financialmedia.marketing
1-800-779-4183
FMM2021NineElements
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17Made with FlippingBook Online newsletter