The Conversation on the Course
The Q2C selling conversations allow you to build a framework throughout your sales process. Q2C Selling is a method to prepare your appointments better, master your sales cycle and sell more and faster. The conversation on the course is the second step of the qualification process.
In this article, find the definition and the interest of the conversation on the course and discover how to structure it efficiently. At the end of the article, discover the cards associated with this conversation and use them to set up your deck in Sales Deck. Choose the cards that work for you and customize them to your offer and prospects.
To have a complete picture of what Q2C selling is, we invite you to download an extract from the book which Gabriel Dabi Schwebel and Nicolas Delignières wrote.
What is the Journey Conversation?
This conversation aims to understand the path taken by the prospect before the sales meeting. What did they read? Who did they talk to? What was the outcome of previous meetings? But it’s also a conversation that allows us to map out the next steps together.
The Conversation about the Path Before the Interview
Taking an interest in the path taken by your prospect before the meeting with the sales representative is crucial. It allows you to evaluate the prospect’s level of maturity, what they have been exposed to in their journey, and, above all, how they got to you. This is essential information for the rest of the sales process.
The Conversation about the Process after the Interview
Discussing the rest of the sales process together is very important because it allows you to validate very easily and quickly:
- That your sales process and their buying process are compatible.
- The project is serious because if there is no real intention to buy, the prospect will quickly indicate that it is too fast.
Furthermore, by doing so, you are setting the game’s rules. If competitors are consulted, they will probably have to follow your pace. It’s easier to win when you create your own rule.
What Information do you Get from the Course Conversation?
The Project Schedule
Walt Disney said, “The difference between a dream and a project is a date.” By presenting the sequence of events, your prospect’s reaction will clearly show whether you are in the realm of a dream or reality!
The Presence of Competitors
Has the prospect already consulted your competitors? or does he plan to do so? This information comes out quickly, thanks to the conversation on the path.
The Source of the Lead
How did your prospect hear about you? This is very important, as it is one of the most impactful information on the rest of your sales process.
The Buying Process
The conversation on the course is a great way to identify the nature of the buying process the prospect is considering.
The Level of Maturity
A detailed and lengthy journey before the interview can signify your prospect’s maturity level on his problem, which will condition the information to be transmitted to him.
Cards Related to the Conversation about the Journey
Do you understand the principle and interest of the journey conversation but don’t know how to apply it concretely? Here are the cards that will be very useful to structure your conversation and set up your Deck in Sales Deck. You are free to keep the cards that suit you and change the order in which you use them.
The Source of the Lead
After leading the conversation about identity and letting your prospect introduce themselves, bring the conversation to the source of the meeting. Identifying the source of the lead allows you to assess their maturity level and understand how they got to you.
Qualification is the best time not to start throwing them off with a series of sales pitches. You need to know how to identify opportunities that are not too obvious. Because even if you neglect the motivation aspect of the sales team, wasting your time with mediocre leads can be costly.
The conversation about the Journey
The Previous Journey
Try to find out if your prospect has already conducted a similar process in their last journey. This allows you to identify possible offers (competitors, alternative offers…) that they have already evaluated or tested alongside your offer.
The Nature of the Buying Process
The objective of this card is to identify the nature of the purchasing process envisaged by your prospect (call for tenders, private treaty, key decision-makers to be convinced…). This allows you to estimate the duration of the sales process and its essential steps.
Thanks to your website, content, or social networks, the prospect naturally discovers you during his problem-solving process. They know you in advance, which is not the case with your prospect. The important question is to ensure that the prospect is qualified to complete the sales process.
The Decision Process
Now that you know the nature of the buying process, you need to determine how far along your prospect is in the process. You will distinguish his level of maturity on his problem. A detailed and lengthy process before your first meeting could be a sign of a good level of maturity. Depending on this variable, you can adjust the information you provide.
Mentioning why they are facing you today, your prospect will naturally be able to indicate if other people will be involved later in the sales process. The people involved in the decision-making process and charge of the project will weigh the final decision and impact the rest of the sales process.
The Other Providers
You can close your conversation on the path, on the presence of your competitors. Has your prospect already consulted your competitors? Does he plan to do so? This information is essential for the rest of the sales process, especially for your value proposition.