Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales

Chapter 85. Become the Duke or Duchess of Dialogue: Three Keys to Successful Dialogue Selling

Floyd Wickman

Floyd Wickman Team

Need more sales? Why not become a Duke or Duchess of Dialogue?

At one point or another, you'll have to deliver a persuasive presentation. You know the one—that face-to-face method of conveying the features of your product to another person or persons to convince them to buy.

So, what can you say to "sell" your prospect? Hang on to your hat—because I propose that it's not really what you say, but how you say it that makes the sale. How effective you are during your presentation will depend very much on your ability to deliver the three keys of successful dialogue selling.

Anyone who knows me knows that I'm not a big fan of "scripts" alone. I believe that scripts by themselves only work if you hand your prospect their copy of the script and say "Go ahead and study this and I'll be back in a couple of hours for our presentation!" Just kidding, of course! However, with or without scripts you must become effective at presenting your product or service if you want to be successful in sales.

That's where truly mastering the keys of dialogue selling comes into play.

What is dialogue selling? Dialogue selling is the interaction between a salesperson and a prospect that helps cause the prospect to want to buy. After all, people want to buy, they just don't want to be sold.

Let's dissect the three keys to dialogue selling: Words, Methods, and Delivery

1. The Right Words. Well, ...