Three Approaches to Beginning a Discussion and Concluding It with a Sale

 Three Approaches to Beginning a Discussion and Concluding It with a Sale

Throw out your little sales speech. Quickly end your commercial. Your well crafted positioning statement, no matter how well phrased, should remain private.

Even though they give you a smart sounding name, infomercials, positioning statements, and elevator pitches don't exactly lead to engaging conversations. I mean, come on, even a sales talk is still just a chat. How disappointing.

So, how do you approach a potential client across the conference table, a stranger at a social gathering, or even the beach bum next to you? In order to enhance the likelihood of receiving a reference or closing a transaction, how can you begin a discussion in a very natural and familiar way without coming across as pushy or annoying?

There isn't, alas, a magic word, phrase, or headline that can convince the other person to purchase your goods or services.

But there is a way to make the other person want to talk to you by getting them interested in what you have to say. Although I primarily work as a copywriter, I have mastered a number of techniques that are well-suited to spoken communication.

These are the three that I love the most.

#1 A Thought-Provoking Question

Using this method in advertising on websites, in fliers, or in direct mail is probably not new to you. It's the first course in copywriting for direct marketers, and it's equally effective when spoken aloud. The fact that it's underutilized is surprising to me because of how well it works.

Here are some questions to help you think of a good Provocative Question:

"How can I put my question to the other person in a way that I can confidently say, 'That's what I do...'?"

The most effective ways to By asking specific questions, you can help the other person identify an issue or its symptoms. But don't fall into the trap of thinking the issue must be large and broad, the kind that the category addresses automatically. This issue may be minor but persistent, or it may arise when customers interact with your rivals.

A lot of people struggle to think of provocative questions because, paradoxically, the best ones are the most straightforward and easy to understand. As a species, we are hardwired to respond to questions with more questions, which is another area where humans falter. My recommendation is that you put that wire to good use.

See this example here. Whenever someone inquires about my occupation, I frequently respond with a thought-provoking inquiry such as this:

"All right, I have a question for you. How comfortable are you describing your company when you go to public introductions or networking events?

Nearly often, the individual admits that they lack self-assurance in describing their company. When I do that, I have piqued the other person's curiosity by showing them how my work relates to their own life. We then proceed to discuss their marketing and sales issues and how I might be of assistance.

Conversely, it's also fine if the person replies by stating that they're very comfortable with the way they portray their business. Two options are available to me: either ask another thought-provoking question (like, "That's great, do you get the response you want or would you like more people to ask for your business card, even in social situations?") or I could explain how the most important part of selling is being confident in how you describe your business.

It's great; the key is to talk about something that matters to the other person and is connected to a fundamental problem that you assist your top clients in solving.

Statement No. 2: Establishing Objectives

This one is for you if you operate as a financial advisor, consultant, or in any competitive field where your potential clients are familiar with, and maybe even cynical about, your work.

You can make a "level-setting statement" that everyone can relate to; if the other person nods in agreement, your point of difference will strike them like a ton of bricks!
I'll explain why this method is so effective here. You can only stand out when compared to other things. In other words, the level-setting phrase defines that additional thing.

From my experience working with event planners, here is just one example:

When preparing a large-scale event, there are five distinct skill sets that must be present. (Please hold on a second. I'm waiting for you to ask me what they are.) Even if many great event planners excel in one or two of these areas, it's quite improbable that any one of them is an expert in every single one. After working for fifteen years in the industry, on both the corporate and vendor sides, I've perfected a method for meticulously preparing for each and every one of them. It's the secret ingredient to keeping an event running smoothly that allows me to keep tabs on and handle all the little aspects.

The other person will learn more about your industry and have a better understanding of the difference you are trying to convey if you state the level-setting remark first.

This strategy can be used to show how your solution solves a tiny but substantial problem that clients often find frustrating when interacting with your competitors, to disprove an underlying assumption about the industry, or for any other purpose that allows you to emphasize your solution.

Think on what makes you unique. Is there anything you can say to really set yourself apart from the competition?

#3 Confront the Stereotype Directly

You know how a preconceived notion about you is formed the moment someone finds out you are a _________________ (insert your title here)?
That generalization tends to be unflattering, unfortunately.

I think it's important to tackle negative preconceptions directly if you work in a field where they are prevalent, like life insurance or used car sales:

"If I tell you I'm a used car salesman, you'd probably think 'plaid jacket guy who sells lemons to unsuspecting customers', right?"

Stopping here is crucial because you want the audience to bring the stereotype out of their subconscious and into their conscious mind. They may even feel compelled to share their unfavorable encounter with 'people like you' if you ask them nicely.

Excellent, they've let their guard down. You can now go on to describe how your product, service, or strategy "fixes" the issue that your competitors in the industry have brought about.
Your most captivating point of differentiation!

Quit selling! "And let's begin having meaningful discussions!"

It may sound cliché, but the truth is that every journey begins with a single word spoken. In fact, you aren't even attempting to get your most crucial ideas out first, much alone explain your whole story. Getting the other person to say "tell me more"—an indication of interest—is your only goal.

So, instead of viewing these as sales tactics, view them as ways to spark conversations.

After that, it's all on you. There is a very high probability that you will conclude with a reference or a sale if you truly care about assisting the individual you are conversing with.
It is time to strike up a conversation.

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