#012 | two reasons sales conversations fail (and how to prevent it)

Sales conversations fail for 2 reasons. 4 principles prevent this.

People convey meaning beyond words.

Most people don't realise they spend everyday reading between the lines.

Conversation go wrong due to shared assumptions of the meaning of words. Not only that but most sales conversations imply a lot. This misaligns buyers and sellers causing deals to fall apart and fizzle out.

Philosopher Paul Grice transformed our understanding of language by showing that the most important part of any conversation is often what’s left unsaid.

𝗥𝗲𝗮𝘀𝗼𝗻 1: "𝗜𝗺𝗽𝗹𝘆𝗶𝗻𝗴"

Much of what is communicated in conversation is implied rather than explicitly stated (Grice, 1975).

Its 𝗶𝗺𝗽𝗹𝗶𝗲𝗱 that:

• Solving a problem
• Saving time
• Making more money

are important enough reasons to buy...(but often they aren't).

𝗜𝘁𝘀 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝗰𝗼𝗻𝗳𝗶𝗿𝗺 𝘄𝗵𝗮𝘁'𝘀 𝗶𝗺𝗽𝗹𝗶𝗲𝗱.

𝗥𝗲𝗮𝘀𝗼𝗻 2: "𝗦𝗵𝗮𝗿𝗲𝗱 𝗔𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀"

“Meaning depends, in large part, on the recognition of intention and on the presence of mutual assumptions between speaker and hearer.” (Grice, 1989)

We use the same words, but they carry different meanings for us.

Prospect: "Its really important we solve this"

Salesperson thinks: "Great, this is a priority"

Its 𝗮𝘀𝘀𝘂𝗺𝗲𝗱 that:

• Important = time to buy

however, 𝘀𝗵𝗮𝗿𝗲𝗱 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀 on the word "important" may mean:

• "its worthy of taking time to explore solutions."
• "Its not urgent or a priority but may become one."

This an example of a shared assumption of the meaning of just one word.

Conversations can have many words with misaligned assumptions.

The 4 Principles of Successful Sales Conversations are:

When you speak, nothing is neutral.

1. 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝘆: Say enough, but not too much.
2. 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: Tell the truth, with good evidence.
3. 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻: Be relevant to the conversation’s topic.
4. 𝗠𝗮𝗻𝗻𝗲𝗿: Be clear, brief, and orderly.

Hold yourself to these conversation standards.

Hold people accountable to these principles too.

When you hear something that falls short of these standards, take action.

1. 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝘆: Ask, “Can you be more specific?” or “What else do I need to know?”
2. 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: Question, “Can you give an example?” or “Do you have evidence of that?”
3. 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻: Prompt, “How is this relevant?” or “Can you connect this to our topic?”
4. 𝗠𝗮𝗻𝗻𝗲𝗿: Clarify, “Can you say that more simply?” or “Could you tell me more?”

Number #1 Skill in the AI Age?

In the age of AI, sales conversations skills will grow in importance. Conversational intelligence may become the number 1 sales skill. Why?

People don't always say what they mean or mean what they say.

This is perhaps the one thing that salespeople will be able to retain, even when AI becomes exceptional at everything else in the sales process. 

𝗧𝗟;𝗗𝗥:

• Sales conversations fail because 𝘄𝗵𝗮𝘁’𝘀 𝘀𝗮𝗶𝗱 𝗶𝘀𝗻’𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝘄𝗵𝗮𝘁’𝘀 𝗺𝗲𝗮𝗻𝘁.
• Shared assumptions can cause confusion.
• Use Grice’s four principles (𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝘆, 𝗤𝘂𝗮𝗹𝗶𝘁𝘆, 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻 & 𝗠𝗮𝗻𝗻𝗲𝗿) to improve sales conversations.

References

• Grice, H.P. (1975) ‘Logic and Conversation’, in Cole, P. and Morgan, J.L. (eds.) Syntax and Semantics, Vol. 3: Speech Acts. New York: Academic Press, pp. 41–58.
• Grice, H.P. (1989) Studies in the Way of Words. Cambridge, MA: Harvard University Press.

p.s. planning your sales kickoff and want to prepare your team to have better sales conversations? dm Paul M. Caffrey BSc(Hons), MIM, MPSA. now.