BEST IN SALES AUDIOBOOK 5 of 6 Steering the Sales Conversation and The Information-trap

Audiobook 5 of 6 in THE PERFORMANCE SERIES – BEST IN SALES

Steering the Sales Conversation and The Information-trap

The person asking the questions controls the conversation. But how do you stay in control – without making the customer feel controlled?

One of the fundamental principles when I built the Norwegian School of Sales is:

“Sales is all about asking the right question at the right time.”

This reflects a challenge every salesperson faces: how to steer the sales conversation in a positive direction while keeping the customer at the centre of the conversation. In practice, this means mastering the different types of questions that are unique to the sales profession. Not simply the traditional open and leading questions, but exact Uncover Questions and Impact Questions. Used correctly, these questions can lead the conversation step by step towards an order.

But there is another danger present throughout every sales conversation: The Information-trap. When you start talking to the customer instead of talking with the customer, it is easy to provide information the customer has neither asked for nor shown any real interest in. The result may be impatience, declining interest – and ultimately a lost sale.

In this audiobook, you learn the three typical signals customers give when you have fallen into The Information-trap – and how to avoid falling into it in the first place.

We also build on what you learned in Audiobook 4: how to take, maintain and regain the initiative without making the conversation feel artificial or putting pressure on the customer.

You will learn how to:

• understand what it really means to steer a sales conversation
• use the distinct types of question that are specific to professional selling
• conduct a more thorough discovery of the customer’s needs
• identify the customer’s critical Area of Development
• use Impact Questions effectively
• guide the customer towards a positive decision using Consequence Questions
• move towards the order using Solution Questions
• recognize the signals that tell you that you have fallen into The Information-trap
• avoid The Information-trap before it costs you the sale

Your benefit:

With the right questions, you gain a practical tool for taking, maintaining and regaining the initiative in the sales conversation. You learn how to use the specific question types of professional selling in a way you are unlikely to have encountered before.

You also learn to recognize the Information-trap, understand the signals customers give when you have fallen into it – and what you can do to avoid it. This gives you a stronger foundation for steering the sales conversation purposefully and improving your sales results.

Playing time: approx. 23 minutes