How To Start A Sales Conversation


Selling is all about communicating the value you provide to someone who needs your product and service.

Many clients tell me they have a difficult time starting a sales conversation.

The purpose of this episode of Four Minute Fixation is to provide you with a script you can use to initiate a conversation and set an appointment to meet with your next client.

Make sure you watch this video all the way through the first time.

The second time you watch this video, take notes (the script is right on the screen and also in the transcript below).

This could be the most valuable video you will watch all week.

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Here is the transcript to this episode of Four Minute Fixation:

How To Start A Sales Conversation

Getting started is the hardest part. I’m going to show you how to start a business conversation. Come with me.

Welcome to another episode of Four Minute Fixation. I’m Dave Lorenzo, and today we’re going to find out how to start a business conversation. This is one of the most frequently asked question I receive, and it’s one of the most difficult things you can do when it comes to networking or even in a sales situation. Everybody asks me how do I get the conversation going? How do I reach out to my perspective client and initiate a conversation that’s not going to make me look and feel foolish.

Today, I’m going to give you very practical, action-oriented guidance. We’re going to go through step-by-step how you get a conversation started, and you’ll be able to do it right at the end of this video episode, whether or not you are a extrovert or a conversational guru. I’m going to teach you today how to do exactly what you need to do to get this conversation going. Before we do that, I’m going to ask you to watch this video all the way to the end. We always has some surprises for you at the end of the video, and you never know what’s going to happen at the end. You may get an offer to receive something free or a little extra bonus content or just a little something that you’ll enjoy, so watch the video all the way to the end.

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All right. How do you start a conversation? Here we go. The first thing you do when you’re meeting with someone in a business setting is you simply walk up to them and you ask them, “Hey, my name’s Dave. How are you? What do you do for work? What do you do for a living? What do you do for your job?” Now, keep in mind. This has to be conversational and it has to be a natural opportunity, so if you’re at a networking event asking someone what they do for work makes perfect sense.

The object of the game when it comes to these conversations is for the person you’re speaking with to speak 80% of the time and you to listen 80% of the time, and you’re only talking a maximum of 20% of the time. Our goal is to get this person talking about themselves, talking about what they do for work, and the reason is because people like to talk about themselves. It is a phenomenal way to be viewed as a great conversationalist. Whenever someone gets to talk about themselves, they think you’re a fantastic conversationalist.

What do you do for work? The follow-up question to that is, “Boy, that’s interesting. How did you get into it? Boy, that’s interesting. How did you get into that?” I don’t care if the person you’re meeting has the most mundane job in the world. I don’t care if their whole job is to push beans from one side of the table to the other all day long. You have to say to them, “Wow, that sounds interesting. How did you get started? Wow, that sounds interesting. How did you get into that?” The next question you ask them is, “Hmm, what are your goals for this year? Have you thought about what you’re going to do this year? What are your goals? Are there certain things that you want to achieve this year? What are you looking to accomplish?”

The next question is, “Wow, that is a tall task. What are you most concerned about?” Now, that first part is optional. You don’t have to say that’s a tall task if it’s uncomfortable for you, but the next question that you ask them is, “What are you concerned about? What could prevent you from achieving your goals? What are you most concerned about? Then, finally, “When these goals are achieved, how will that have an impact on you? When you achieve your goals, how’s that going to affect your life? When you achieve your goals, how’s that going to improve your life?” What you’re doing is you’re taking the work and you’re making it personal. You’re getting into how that’s going to make things personal.

Now, if you’re at a networking event and you’re just chilling out, relaxing, at this point, you exchange business cards and you say, “I really enjoyed speaking with you. I’d like to continue the conversation. May I call you some time?” and grab a business card. If this is a sales call, the next question is critical. You’re going to ask them what’s preventing them from achieving their goals. “Wow, those are some great goals. What’s stopping you? What could possibly stop you? What’s holding you back?” This is the point where they’re going to reveal to you how you can sell to them. What’s holding you back? What’s stopping you from achieving those goals?

Then, finally, “Wow, that sounds like it is a really tough task. Would you like some help with that? That sounds like it’s a really tough task. Would you like some help with that.” At this point, the person’s going to say one of two things. They’re going to say, “Sure. What do you mean?” or they’re going to say, “Hmm, it’s interesting. I never thought about it. How would you help me?” or they’re going to say, “Well, at this point, I think I’m just going to plod along and struggle.” How likely do you think they are to say the second part? Not likely at all. Most likely, they’re going to say something along the lines of, “What would that help look like? How could you possibly help me?”

At this point, if you’re in a networking event and you’ve used this part of the script that I’ve given you, you’re going to say, “Let me get your business card. We’ll make an appointment and we’ll have a conversation about it in your office,” or you can say, “Take out your calendar.” Maybe they have that calendar with them on their phone and you can say, “Let’s schedule some time to have lunch and talk about how I might be able to help you,” or you could say, “Well, there’s a lot to get into. What I’d like to do is I’d like to sit down and really have a comfortable conversation and understand a little bit more about your business and then we could talk about whether or not I can help you.”

Now, if they say that’s fine, you need to make the appointment right away, and that’s your whole objective. Don’t go into a pitch about your product or your service right then and there. The goal is to be invited into their building, into their office, so you can help them solve their problems. That’s how you start a sales conversation or how you just start a conversation in a business setting.

I hope you take this information right now, go out and put it into practice. It really is very, very easy. Watch this video a number of times, write the script down, and you’ll be amazed at how easy it works. Internalize the information. You don’t have to use the exact words I gave you. Use your own words. Make it comfortable for yourself. Practice it a few times. People will respond. It’s a fantastic way to break the ice and get started.

I’m Dave Lorenzo and this has been Four Minute Fixation. If you’d like to connect with me, make sure you reach out to me on Twitter. You can find me @TheDaveLorenzo. That’s the A with the circle and then TheDaveLorenzo. Until next time, I hope you make a great living and live a great life.

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One thing most people miss about business development is the importance of empathy. This video gives you some things to think about as you approach your next sales call or your next business meeting.

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This episode of Four Minute Fixation is one of my favorite topics. Get people to appreciate you without seeming desperate.