The application of the right conversation is powerful. It relates to buyers as individuals and is respectful of their time, position and workload. In this way, sales teams can create clear water between themselves and their competitors, which will influence the final decision.

Remember, most buyers are work rich and time-poor. Generally, they favour giving time to sellers who add value and just understand how to communicate with them.


“Ignoring the state of the economy, today’s sales challenges can be seen in two dimensions. The first is the sheer level of information available to buyers, both factual and through social networking, which is ‘arming them to the teeth’, to quote from a previous Winning Edge article (November/December 2011). These issues can be described as a ‘clear and present threat’, many of which I covered in that article.

The second is, as it has always been, that people buy from people…”


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