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Better business conversations



Business Conversations: Unlocking Success in B2B Sales


In the world of B2B sales, engaging in meaningful business conversations is not optional; it's a necessity. After all, it's termed "business to business."

However, despite the inherent importance, many sales organisations find themselves struggling to master the art of effective business conversations. We've come across several key reasons for this challenge, with the top three being:


  1. Leading with the Product: Some organisations showcase their fantastic products, believing that a compelling demonstration will inevitably result in a sale. While this may occasionally resonate with clients seeking a specific product, it often leads to more transactional engagements (order taking) rather than strategic selling.

  2. Lack of Reps' Confidence: Sales representatives sometimes lack the confidence to engage in meaningful business conversations. There's a belief that without having owned their own business or had executive experience, they might not be qualified to discuss business intricacies with executives or business owners (go toe-to-toe with them).

  3. Uncertainty in Suggesting Business Conversations: Reps want more meaningful business discussions but may struggle to broach the topic with clients, especially in longstanding relationships stuck in transactional supplier land. Initiating a shift in the relationship and proposing discussions with senior people can feel like a daunting task, or offensive to their daily contacts.

These recurring themes and limiting beliefs are common challenges faced by sales organisations striving to enhance their sales capabilities and reshape their market perception.

So, what defines a better business conversation?


In our perspective, a superior business conversation seamlessly integrates the client's business context — encompassing their unique external drivers and ongoing initiatives — with an exploration of their success factors and the hurdles obstructing their path. Through effective framing, a salesperson can ‘cut through’ into the core concerns of senior business leaders, capturing their attention and establishing instant credibility as a potential strategic partner, all within a matter of minutes.


Nate’s story


Let's consider the case of Nate, an Account Executive in a medium-sized technology business. Despite achieving average results over the past two years, Nate sought to elevate his performance through meaningful business conversations that would lead to more strategic relationships and larger deals.


Nate, however, feared engaging in business-like conversations with seasoned business owners, given his background solely in sales roles. Overcoming these limiting beliefs was crucial for his professional evolution and overall job satisfaction.


Introducing Nate to our Executive Edge framework proved transformative. This tool empowers sales professionals to conduct impactful business conversations and extract valuable insights from senior leaders, regardless of their academic background or business acumen.


Nate eagerly embraced this opportunity, applying the framework to his existing client portfolio (with some coaching on reframing his relationships). The results were remarkable. In Nate's own words, "Within less than an hour, I had gathered more information from the clients than I had in the two years of managing their accounts."


What Nate experienced was an elevation in the eyes of his clients. He transitioned from being perceived as just another supplier selling products to someone genuinely curious and dedicated to finding ways to enhance their business. (What all clients want by the way).


We continued working with Nate under the Performance Edge program, combining Executive Edge with ongoing Developmental Coaching, resulted in outstanding growth. He exceeded targets, built strong client relationships, and got back to loving what he does for work, contributing to overall improved well-being.


In conclusion, effective business conversations are the linchpin to unlocking new opportunities in your B2B sales operations. Nate's success story underscores the transformative potential of embracing innovative tools like the Executive Edge framework. By adopting such tools, not only can you revolutionise your approach to sales, but you can also elevate engagement, performance, and well-being across your entire team.


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