Every sale involves two conversations. Most attention is paid to “conversation A”. “Conversation A” is the selling-conversation between the salesperson and the customer. However, there’s also a “conversation B”. “Conversation B” is the silent internal buying-conversation happening between the customer’s ears. These are two distinctly different conversations. For example, during the selling-conversation a salesperson may be saying, “I have the lowest price.” However, the customer’s internal buying-conversation may be saying, “This salesperson’s company must be use cheap raw materials.”
“Conversation B” is more important. Salespeople can still get a sale even if “conversation A” didn’t go well. All they needs is a good “conversation B”. As a sales trainer, I found it strange that traditional sales training exclusively focuses on the salesperson’s selling performance which is “conversation A”. It’s actually “conversation B”, the customer’s buying performance that determines success. This is why I’m made it my personal mission to focus on the customer’s silent internal buying-conversation. It’s where the rubber meets the road for successful selling.
Traditional sales training refers to the internal buying-conversation (Conversation B) as a “black box”. I think a better term for it is “decision-making.” Decision-making is a performance activity just as sports or acting is. It can benefit from coaching. Salespeople who can coach their customers to make better decisions will be more successful.
Our decision-making determines our quality of life. Our standing in society, our educational background, and even how we project ourselves to the outside world, are all results of decisions we make. Salespeople play a transformational role by improving the quality of their customers’ decision-making. #decisioncoaching #successfulselling