Think about the number of performance metrics and data that you have access to at any given moment. For salespeople, sales managers, sales leaders, and other business people, there is an enormous amount of metric; so much so that CRM systems and other organizational software are prioritized as one of the most important things that you can do for your business. But there is one very important thing that we’re not collecting data on the conversation. In sales, the conversation has always been this black box where no one really knows what is going on. But now, with the advances of speech to text and AI technologies, we can analyze one of the most important pieces of selling. These insights can help to close the performance gap if we use the insights to change behavior through training and coaching. Steve Richard, interviewed by John Golden, discusses how to use conversational insights to improve sales.
This expert sales interview explores:
- How to change behaviors
- How to identify behaviors
Understanding how to use conversational insights to improve sales is all about noticing the gaps in the conversation, and where your sales conversations might be lacking, and using that information to change your behavior and become a better conversationalist. However, changing behavior is one of the hardest things to do. You can train people, give them the skills, and they can be super enthusiastic about learning, but embedding the information into their brain and applying it to work practices can be very difficult, and takes a lot of reinforcement.
Before you can change behavior, you have to identify what behaviors you want to change. Many salespeople are hesitant to change their behavior, especially when it comes to conversations because so much of their personality and unique selling style is wrapped up in the conversation. But identifying behaviors and changing them doesn’t mean that you have to read from a script, or have a robotic, boring structure to your sales calls.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.