Initiating a sales conversation
Featured in the Selling through Customer Service training manual
By Tony Gillen
Category: Sales Skills
Credit price: 3 download credits (Single user)
This training activity uses a mix of whole-group work, simple skills practice (role-play), syndicate work, and feedback discussion. It is a high-energy activity which focuses on the critical issue of beginning a sales conversation. Many sales staff have a standard way of beginning a sales call; occasionally it is successful. When it is not, the average staff member will think to themselves, ‘Win some, lose some’ or ‘Well, I tried’. This training activity explores the first few seconds of a sales conversation: how to start a sales conversation based on a simple request by a customer for information; how to make a sales conversation based on spotting a sales opportunity – which includes when a customer is still just looking; and what to say in the first few words. The skill is essential in obvious situations such as when a customer is perusing display stock or when one asks a question such as, ‘How much is …?’ It is also valuable to extend the transaction to add-on sales or to begin to build a long-term relationship – to help the customer become a loyal customer.
In this training activity, you will focus participants on the very beginning of the sales process by asking how long it takes to lose a sale – not time at all if the selling never starts. You ask for examples of how sales are lost in this way and then go on to dealing with a customer enquiry. An enquiry can often be developed into a sales conversation. Remind those who are familiar with the AIDDA buying sequence (see ‘How customers buy’) that they will be exploring the first two steps. You provide example so customer enquiries and ask participants for additional examples. Participants work in syndicate groups to provide responses to those enquiries that lead to a sales conversation. Participants practise their responses in syndicates ready for whole-group feedback discussion. This discussion enables you to pinpoint the real skill of responding well. These techniques are then reinforced by participants considering how to use them to spot additional sales opportunities and to begin a sales conversation that should lead to additional purchases. Participants complete this exercise in the same syndicate groups. They, again, practise their conversation techniques ready for whole-group review. The training activity closed with a summary of key learning points provided by the participants and a commitment by each to use a personally selected 2-second hook in their dealings with customers as soon as they return to the workplace.
Who is it for: This training activity is intended for use by trainers with participants to explain the importance of the first few seconds of a sales conversation, and what to say to customers to ensure the buying experience gets off to a good start.
| Resource Type: | Activity |
| Min Group Size: | 6 |
| Max Group Size: | 12 |
| Typical Duration: | 02:15:00 |
| No of Pages: | 20 |
Resources: View standard resources for Fenman training activities
Purpose: This training activity is intended for use by trainers and is particularly useful for staff who are: new to selling; weak at approaching customers; weak at spotting and capitalising on sales opportunities; or weak at selling add-ons. Experienced and successful sales people would benefit by their being able to confirm that what they’re doing is right and to share ideas with colleagues.
Download the training activity, Initiating a sales conversation as featured in the Fenman training manual; Selling through Customer Service