Hatch Blog Sales

What is Conversational Selling?

December 3, 2019

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Jeff Hurlock
Written By
Jeff Hurlock
Topic
Sales

Over the last decade, "automation" has been the buzzword for every business looking to grow at scale. From marketing to sales to service, nearly every department has been involved in the shift to less manual processes.

While automation brings a wide range of benefits for high-consideration purchases, it can be easy to forget the human-to-human connection that is required to actually close the sale. Amazon created a huge shift in retail and e-commerce, but high-consideration purchases remain predicated on trust and relationships.

According to a study conducted by Hubspot, out of 900+ buyers, only 3% view salespeople and marketers as trustworthy.

sales-trust-problem


The philosophy behind conversational selling is simple - 1:1 conversations empowered by technology. Businesses that are leveraging conversational selling in their sales process are seeing huge results because it builds trust.

Embrace "No"

As a sales professional, the word "no" can hurt to hear, but with conversational selling it becomes an entry point to dig in.

"No" gives you a chance to discover the problems with your pitch or your product - it's a growth opportunity. As soon as you hear the word "no," your mentality should shift from sales to customer service.


In a recent case study, we spoke with a semi-retired window replacement rep who was able to set an appointment by recognizing that the customer was unhappy with pricing for wooden windows.

The rep recognized the quote price, and came back with a question - "Is there a reason you're not considering vinyl? It's much cheaper and there isn't much difference visually."

Recognize the reasoning behind your customer's objection - use it to your advantage.

Customer Engagement Playbook

Pull, Don't Push

The quickest way to bomb a sale and ruin any chance of future work with a prospect is to charge in like a bull in a china shop and come across as pushy.

In another report, HubSpot found that 61% of buyers view sales reps not being pushy as an important factor in a positive sales experience.

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It's important for sales teams to establish a clear baseline between being pushy and being urgent.

Conversational selling relies on a back-and-forth approach, which gives you an opportunity to let your prospect create urgency on their own end. If they're wavering on the decision to buy, here are a few tips to help establish that urgency:

  • Ask questions related to the reason they're considering the product and lead them toward their own conclusion of what would happen if they kept the status quo and did nothing to solve the problem.
  • Follow-up with a legitimate purpose - provide content, a recent blog post (like this one 😉) or a product update that relates to something you and your prospect have discussed previously.
  • Remind them of promotions in an informational and casual tone - "Hey Jeff, just a heads up that our promotional deal ends on December 10."

Be Authentic

When you interact with your family on a daily basis, do you find yourself texting them or emailing them more? The medium you connect with your prospect is just as important as the message itself.

We're huge proponents of text messaging - that's because our team has seen average response rates hovering around 97% with meaningful two-way text conversations.


You don't need long-winded emails and phone calls to connect with people. In fact, some of our best-performing messages are just simple Michael Scott gifs.

giphy


In a previous post, we mentioned that conversation platforms were on the rise - that's because they're the easiest way to track and manage authentic connections with prospects. Strike a balance between automation and human interaction and watch your close rates rise.


Conversational Selling Infographic

 

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