There are many conversations in which it is not the right time to ask for something we want. There are many conversations in which it is not even clear that there is something for which we can ask. There is no sale for us in the conversation. We can still sell in it, however. I often hear that the conversation “is pointless if leads nowhere.” Not the right view of every conversation.
The goal of this kind of “selling” is to create good impressions, make connections, begin relationships, and learn something about the other person. We think about if there is an opportunity for us to help them or for them to help us later. Here is a humorous and very simple example of what not to do:
Person Working the Grill at a Neighborhood Barbecue:
Hey, how are you?
Us: Great. I can save you 20% on your propane bill.
Can I sign you up now?
That’s the wrong way to sell every which wrong way there is in selling. There is still an opportunity for us here. We can be energetic and engaged and passionate and confident when we talk to people and they will remember that. Even better, we can be interested in them. We ask them questions about themselves and by doing this demonstrate an important selling quality, which is putting our focus on the other person.
Asking questions starts a conversation. In that conversation, we learn about the person and what we do. We are educating ourselves about them. Chances are good that once we’ve asked questions and listened to the answers, the other person will ask us questions in return. Then we could introduce what we do and our value proposition in a perfectly natural and appropriate way. Let’s return to our cook-out example because things like this really do happen.
Person Working the Grill at a Neighborhood Barbecue:
Thanks for listening to me talk for a while. So what do
you do?
Us [gesturing at the grill]: I sell propane although we sell to businesses not consumers. We deliver good service and help our customers control their energy costs.
Person Working the Grill: You know, I buy a lot of gas for my restaurants and the price has been creeping up on me.
Us: Do you want me to give you my card. I’ll be happy to come speak to you and see if we can help.
Person Working the Grill: Yes, let’s do that.
Bingo! Make a connection. Start a conversation. Make a good impression. Listen. And discover new selling opportunities. Build Relationships.