WNA Blog

Tue 24 Sep 2019

Sales Mastery pt 2 – The structure of a kickarse sales conversation

Business Consulting & Coaching
A major contributor to the number of sales we close comes down to our ability to know what to say in a sales conversation and that’s where having a kickarse structure to follow becomes invaluable.

Part one of this blog talked about how our beliefs can either make or break our sales success.  If you haven’t read it yet, check it out HERE. 

Another major contributor to the number of sales we close comes down to our ability to know what to say in a sales conversation and that’s where having a kickarse structure to follow becomes invaluable.

A sale is an emotive process and so when we are speaking with a prospect, our job is NOT to convince them to buy our product or service with logic and facts as we might expect; our job is to take them on an emotional journey.

The following is an overview of a system, which is structured and replicable and if followed completely and in order can be repeated time after time to ensure we never need to fear a sales conversation again!

Imagine what that will feel like and the difference it will make to your business.


At this introductory phase we want to leave a prospect curious about how our product or service could help them.  They should be doing most of the talking here, telling us about their problems, leaving us to simply ask “would you be curious to see if [insert your product or service] would be a fit for that?”


It’s important that we know we are speaking with a decision maker because one of the most common ends to a sales conversation is that the person we were talking to needs to run it past someone else.  This stage is all about empowering the person we are speaking to and making sure everyone needing to be involved in the decision is involved in the conversation.


This is another step where we need to let the prospect do much of the talking.  Here we want to fully understand exactly what it is they are wanting to achieve; what will success look like and how will they know they have achieved it.  Listen for specific words they use and repeat them back to them; this is a great way of building rapport.


Once we know they are curious about our offering; are empowered to decide and know exactly what they are wanting to achieve, the next state we need to bring them to is urgency.  We want them to want to do something about it RIGHT NOW, because that is how important it is!


It’s at this stage that we start to bring in the topic of money.  We are still not asking them to buy; where we need them to get to is an acceptance that $x is a reasonable investment for them to achieve [insert outcome from step 3].


The final stage is where we can open the floor to their questions.  Up to now, they have been doing most of the talking, but we have controlled the structure of the conversation.  Now we can ask “what questions do you have for me?”  Asking in this way presupposes that they have questions and will naturally encourage them to ask at least one.  It allows them to feel in control and that we understand they will have things they need to ask.

Once we’ve evoked ALL these emotional states in the correct order; then we are poised to ask for the sale:

“Great so let’s see about getting you registered…”


“Fantastic, when’s the best day next week for our first appointment?”

If you’re loving what you’re reading but want to know exactly how to apply these steps to your sales conversations, comment below with an “OMG yes please” and I’ll send you some FREE resources to get you on your way.

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