Marketing and Business Tips

Marketing and Business Tips

3 Ways to Improve Your Selling Conversation

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In the past, I’ve given seminars and workshops to salespeople and business owners called, “How to Improve Your Selling Conversation.” Every business owner should be thinking about ways to improve their own sales effectiveness and the effectiveness of their employees. This seminar was also extremely beneficial to the veteran sales professionals present (based on their feedback.)

At the heart of direct sales is the conversation. We can increase our sales by simply improving the selling conversation. The best salespeople are always working to improve their sales effectiveness. I can’t share the entire seminar with you in this blog post but let me offer you 3 tips that will enable you to improve your selling conversation.

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2 Qualities That Make a Marketing Message Work

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On June 12th, 1987, Ronald Reagan made his famous speech at the Brandenburg Gate near the Berlin Wall where he issued that historic challenge to Mikhail Gorbachev, “Mr. Gorbachev, tear down this wall.” The rest is history.

This speech was actually loaded with powerful lines, but they are all overshadowed by this emphatic message. Two reasons this statement was so powerful is because it was concrete (not abstract) and emotional (not just intellectual). Geoffrey James in his book How to Say It: Business to Business Selling uses this line as an example of how we as business owners and sales professionals can and should craft our selling messages.

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