2Bobs—with David C. Baker and Blair Enns The Four Conversations: A New Model for Selling Expertise
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Oct 23, 2024 Blair Enns, author of "The Four Conversations" and founder of Win Without Pitching, shares insights from his extensive sales experience. He introduces a practical framework designed for B2B service providers to boost closing ratios and proposal values. The discussion highlights the unique challenges of selling expertise and the necessity for tailored strategies rather than conventional sales methods. Enns emphasizes mastering four critical conversations that establish a strong client connection while reflecting on the emotional endeavor of writing his comprehensive guide.
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Selling Expertise vs. Products
- Selling expertise differs from selling products.
- The sales process should reflect the ongoing relationship in expert services.
Sales Behavior and Post-Sale Relationships
- A salesperson's behavior reveals much about the purchase.
- Selling a yacht differs from selling consulting because the salesperson remains post-sale in the latter.
The Four Conversations
- Structure sales around four conversations: probative, qualifying, value, and closing.
- The probative conversation happens indirectly, through reputation and marketing.
