Controlling the Conversation in Sales

Maintaining control of the conversation is another important basic communication skill. Either you or the customer will be in control of the conversation. If it’s the customer, chances of failing to close the sale are greater.

The key to maintaining control of the conversation is to answer the question and then come back with a question. Note the example below:

Incorrect

Prospect: Do you ship cars on the weekend?
Salesperson: No we don't.

Correct

Prospect: Do you ship cars on the weekend?
Salesperson: No we don't, however, we can have your car picked up any day during the week. We only need a two day window. Would Monday or Tuesday be better for you?

In the correct example, the salesperson answered the question and came back with another question. Consider practicing this technique with another person until it becomes routine.

One more point. Always answer your prospect's question. Failure to do so causes a decline in agreement and trust, and results in upsets.