How to Control a Conversation in Sales


Stop Talking so Much

The best sales reps are comfortable in their skin, and with their product.  They don’t just wait for their prospect to be quiet and blurt out a bunch of knowledge that they learned in training.  They listen to what their prospect has to say, and they control the conversation from start to finish.  You need to do this on every call.  

When your customer stops talking wait about two seconds before you say anything.  

You want to use the silence to control a conversation.  Often, you’ll find that if you give a customer a few seconds of silence before opening your mouth to speak, they will often volunteer useful information as well as their buying motives.

Don’t Talk Past the Close

One of the most common issue that you will find a typical sales rep have is that they will talk past the close.  They will ask for the sale and immediately launch back into the features and benefits of their product.  THIS IS A HUGE MISTAKE.  You are a closer.  From now on, whenever you ask for the sale you shut up and let the person decide.  A lot of people swear by the rule that whoever talks first LOSES.  I have found this to be true for the most part.

The only thing that you can do after asking for the sale is introduce an objection, or make them feel like you just threw a price out.  This makes people think that they’ve entered into a negotiation and you’ll often find yourself wrestling over price.

You are going to have to learn to enjoy the silence.  You can make it a little less stressful by saying something like this:

“That’ll be $500 a month.  I’ll be quiet while you decide to do it.”

Maybe saying something like I’ll be quiet while you decide to do it may come off as a little bit cocky, but this is sales.  You need to act confident, and it’s a little assumptive as well.  Do whatever you need to do to make sure that you aren’t a

Ask Open Ended Questions.

A good salesman learns to let the prospect do as much of the speaking as possible.  A great salesman asks open ended questions.  If you ask someone a yes or no question, you never can guarantee that they are going to answer it the way that you want it to go.

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