Mastering Sales Conversations

Executive time crunch: If an exec only has five minutes instead of 30, ask, "What’s the one thing you need to hear to earn another meeting with your full attention?" Focus on that.
Lead with a hypothesis: Instead of asking generic discovery questions, start with a hypothesis about their priorities based on research, showing you did your homework.
Decision criteria: Prospects may focus on the wrong decision factors. Share a list of common criteria and ask them to rank their priorities to guide the discussion.
Demo as you go: Don't save all product demos for the end. Show small pieces of the product during the conversation, interspersing discovery throughout.

This chapter focuses on effective sales strategies that prioritize control over the sales process and alignment among team members. It highlights the importance of preparation, emotional decision-making, and the need to uncover client concerns to create meaningful engagements and enhance forecasting accuracy.

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