The moment is almost here... in 30 minutes that important sales conversation will start. As usual, you have prepared everything down to the last detail. You are armed to the teeth with arguments to convince your customer. In addition, the design department has put together a slick presentation. Then the conversation begins, which lasts about 1.5 hours. You feel like it went well, you were able to present your company well. However, after the conversation you will not hear from your customer anymore. Weeks pass. What could have gone wrong?

Preparation isn't everything

Despite your extensive preparation, slick presentation and strongly substantiated story, your customer no longer responds. What could have gone wrong? A major mistake that many salespeople make is that they prepare a sales conversation TOO well. They estimate in advance how the customer will respond, what his exact question is and what the solution is. However, in 9 out of 10 cases the customer actually wants something completely different, or the actual underlying problem is something different than what you have been presented with. Preparation is of course important, but make sure that you go into a conversation with an open mind and do not try to put your customer in a straightjacket through a strict presentation. People will undoubtedly listen attentively and thank you for your preparation, but then they will not have the feeling that you understand the problem and have seriously taken the trouble to empathize with the situation. It's a shame, because then your chances are gone.

The key to success: conversational balance

What we often don't realize is that people like to talk. We know this about ourselves, that is why we are sellers. We can explain issues quickly and thoroughly and convincingly represent our organization. But our conversation partners also like to talk. And that is precisely where things often go wrong sales calls. We try to cram our offer and presentation into an hour and the customer hardly gets to speak. People are listening attentively, so we don't suspect any dissatisfaction. However, the customer does not feel heard and would like to tell his story. In a sales conversation it is important that both parties have the impression that they contribute 50% to the conversation. Even if this is not the case in reality, your customer must have the idea that the conversation was balanced and that you gave him/her sufficient opportunity to speak. That conversational balance gives confidence, it leaves your customer with a satisfied feeling. In short: crucial for your success! Creating balance can be accomplished in many ways. We would like to share some of them with you.

Ways to convince your customer

Do not start your presentation immediately

Time is money, also for your customer. We therefore tend to open our PowerPoint presentation as quickly as possible and start. Don't do that for a change. Make sure you are prepared, but don't start your presentation. First let your customer explain in detail why he invited you. First discuss the customer and their concerns before presenting your organization.

Don't make an offer

Another way to make the content of your conversation as customer-oriented as possible is to NOT make a quotation/offer. Use the hour you have with your customer to ask him numerous questions so that the problem definition is clear to you. Take those conclusions with you to the office and then make one quote together.

Control the conversation by relinquishing control

Sounds like a contradiction? That's not it! Many salespeople are afraid of letting control slip in a conversation. However, by constantly questioning the customer, you maintain control over the conversation down to the last detail. You can direct the conversation as desired and at the same time reveal your organization's offering and the customer's need for it.

Provide a short summary regularly

By regularly providing a wrap-up or summary of what has just been discussed, you show your customer that you have paid attention and are actively thinking about a solution. This inspires a lot of confidence and also gives you the opportunity to think about solutions that your company can offer to the customer's problems.