We live in an age where people are silently begging to be led. Information is everywhere but individuals or brands providing strong leadership are harder than ever to find.

Too many business owners let the prospect dictate the sales conversations and also let the prospect, who is the person in need of help and guidance run their own process.

This doesn’t serve the potential customer because it means that the business is providing very little leadership in the decision making process, and it doesn’t serve the business because it means we end up with an unpredictable sales cycle that in some instances might be an hour to get someone started and in other instances that might be a week or even months.

At the beginning of each sales based conversation it is critical that you or your sales team are framing the conversation and giving the person on the other end of the line or sitting across the table absolute clarity as to:

1. The purpose of the meeting and what you’re chatting about, for example: 

“So today’s really simple, it’s just about me getting a good understanding as to where you’re at with your [health and fitness, finances, accounting work, mobile phone – whatever business you are in] so that I’m able to direct you on what’s going to be the best decision for you…”

2. The outcome of the discussion, for example:

“Once we’ve had a bit of a chat we’ll be in a position to make a decision about [achieving their outcome] and you’ll leave here with is a good understanding as to what the next steps are.”

This demonstrates firstly that you’re genuinely interested in the person you’re speaking with and that the discussion is about you finding out about them, not about you selling them something. And secondly it demonstrates professionalism in that you have a sales process and you’re confident in taking the reigns and leading the way.