{"id":19621,"date":"2024-07-28T22:37:12","date_gmt":"2024-07-28T22:37:12","guid":{"rendered":"https:\/\/aligntraining.com\/blog\/2024\/07\/28\/mastering-sales-conversations-with-customers\/"},"modified":"2026-08-22T06:19:16","modified_gmt":"2026-08-22T06:19:16","slug":"mastering-sales-conversations-with-customers","status":"publish","type":"post","link":"https:\/\/aligntraining.com\/au\/blog\/mastering-sales-conversations-with-customers\/","title":{"rendered":"Mastering Sales Conversations with Customers."},"content":{"rendered":"\n

By Mike Esterday, Align Training, USA.<\/a><\/p>\n\n\n\n

We\u2019re all familiar with the stereotype of the over-the-top, pushy, unscrupulous salesperson. They\u2019re always in selling mode, hustling, and doing whatever it takes to close the deal, regardless of whether they\u2019re addressing (or even understanding) the customer\u2019s needs. There\u2019s no real sales conversation or dialogue. All that matters is squeezing out as much money as they can before moving on to their next target.<\/p>\n\n\n\n

Most sales leaders today recognise this isn\u2019t a sustainable way to develop business and cultivate a long-term customer base. Buyers can detect the hard sell from a mile away, and that overbearing pushiness only ends up pushing customers to the competition, tarnishing the company\u2019s reputation.<\/p>\n\n\n\n

It\u2019s certainly progress that more people recognise this isn\u2019t what effective sales conversations are all about, but now we\u2019re seeing a new issue. Too often, salespeople are replacing the hard sell approach with a generic scripted one. They start with some general assumptions and then switch into autopilot, running through all the selling techniques, talking points, and product features and benefits they\u2019ve memorised in training courses and from marketing and product support materials.<\/p>\n\n\n\n

These salespeople may not be behaving in a cartoonishly \u201csalesy\u201d manner, but they\u2019re still not connecting and engaging with customers in a meaningful way \u2014 and that\u2019s because this kind of sales conversation still isn\u2019t really about the customer; it\u2019s about the salesperson getting through their pitch to get that deal.<\/p>\n\n\n\n

Today\u2019s buyers are not only turned off by relentless sales talk; they\u2019re also more informed than ever. They don\u2019t have the time, patience, or need for an information dump or a one-size-fits-all product pitch. In an age of chatbots and artificial intelligence, engagement with customers is more important than ever. It\u2019s the very reason the salesperson is so vital to the sales equation. Generic product information is easy to find. Much more elusive is someone who\u2019s done their homework and is genuinely interested in uncovering what your needs are and working with you to find the best solution to address them.<\/p>\n\n\n\n

The difference a salesperson brings to the table is their ability to connect, understand and, critically, listen to the customer. This is why, along with strong purpose and aligned values, beliefs and attitudes, success in sales ultimately comes down to the conversations salespeople have with customers.<\/p>\n\n\n\n

The Sales Conversations That Matter.<\/strong><\/h1>\n\n\n\n

Buyers need sales conversations that help them buy, not ones that help the salesperson sell. Sales is about creating buying decisions that are in the customer\u2019s best interests. One of a successful salesperson\u2019s most powerful tools to do that is how they communicate \u2014 and the specific word choices they make<\/a> in sales conversations. This distinction is crucial and requires a mindset shift for many reps, starting with the customer\u2019s challenges and aspirations first.<\/p>\n\n\n\n

Customers fall into two categories: those who have identified a need or a gap and need help working through questions, data, and decisions to make the right choice; and those who don\u2019t know what they don\u2019t know and need someone to listen, help them think through their problems, and come up with solutions. Both types require high-quality, human-to-human conversations, not scripts or automated responses.<\/p>\n\n\n\n

Upgrading Sales Conversations with Customers: Where to Start.<\/strong><\/h1>\n\n\n\n

Salespeople often get frustrated when customers ask for more data, won\u2019t make a decision, or seem scattered. These behaviours are clues to the customer\u2019s preferred communication style. Successful salespeople approach every conversation with the uniqueness of the individual in mind and adapt their communication accordingly, building trust and engagement.<\/p>\n\n\n\n

The Behaviour Styles<\/a> model categorises communication styles into four types: Talker, Controller, Doer, and Supporter. Most people are combinations of two or more styles, but as a general guide, it helps uncover clues that reveal what motivates the customer and how to approach the sales conversation.<\/p>\n\n\n\n

Salespeople should understand their own behaviour style, identify the customer\u2019s style, and adapt their conversations for each unique encounter.<\/p>\n\n\n\n

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