The conversation about Identity
The Q2C selling conversations allow you to build a framework throughout your sales process. This method enables salespeople to better prepare for appointments, master their sales cycle, and sell more faster. The identity conversation is the first step of the qualification process. After all, sales can’t take place if you don’t know who you’re trying to sell to.
This article nails down the details of identity conversations: how to recognize the right prospect, choose the right cards and set up a deck on Salesdeck to convert them to customers.
To discover more about the successful implementation of sales conversations, we invite you to download an extract from our book Q2C Selling written by Gabriel Dabi Schwebel and Nicolas Delignières.
The Identity Conversation: What is it?
As its name suggests, the identity conversation focuses on the identity of the people that make up the sales cycle: who is the prospect? Who is the salesperson? When answering this question, be careful not to stop at superficial details such as the ideal buyer’s first name and job title. The idea here is to get everyone to express themselves about who they are professionally and personally.
Identity Conversation: What’s in it For the Salesperson?
There are several reasons why the salesperson should introduce themselves the same way they expect the prospect to do. First, it sets an example and makes it easier for the prospect to connect with the salesperson; this means going from a stranger to a trusted friend they believe with him lies the solution to their problem.
It’s important to create this bond since people are a little wary of the tag “salesperson.” Starting by introducing yourself gives an impression of a human who genuinely cares about them (and not just for work) will allow you to change their impression about salespeople and slowly attain the position of a trusted ally.
Conversation About Identity: What’s In It for the Prospect?
When the prospect talks about himself, he will naturally talk about what is important to him, automatically making him feel closer to you. Moreover, we reveal much more about their personality when we talk about their past professional experience and passions than the position you hold today.
The more information you have, the more common ground you can find and the more trust you can build with the prospect.
What information Do you Get from the Identity Conversation?
The customer profile
This conversation will allow you to identify your prospect’s profile and how to convince them. Think of the SONCAS or DISC method, for example.
The Weight of the Decision
Depending on the hierarchical position and seniority, you will be able to deduce the weight of your interlocutor in the purchase decision.
The size of the company
Turnover, workforce, company structure, sector of activity. These are key elements to ensure that the prospect’s company is in your target market.
Who does your prospect work with? Which teams are involved in the decision-making process?
The prospect’s personality and passions
If you are skillful and successful in building trust, you will learn more about the prospect: passion, beliefs, religious stance and take on family, etc. This is very useful, as it helps you connect with the prospect on a deeper level, and it may help you win.
The cards associated with the identity conversation
You have understood the identity conversation’s principle and interest, but you don’t know how to apply it concretely? Here are the cards that will be very useful to structure your discussion 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 Salesperson’s Presentation
After validating the objective and duration of the meeting with your prospect, introduce yourself to the salesperson’s story. The reason? Sprinkling your personal story into the introduction offers more detail about your personality beyond just a first name and a job title. This allows you to create a link with prospects which later helps you gain their trust. You must tell your ideal buyer the backstory behind your product and the path your business has created that allows you to help him legitimately.
The Presentation of Your Company and Your Team
This card follows directly after your presentation. You have two choices – you can present your company through a document such as a slide show. This document should contain the key elements of your company’s presentation. And the second option is to present your company through its history.
The Presentation of the Buyer and his Team
This card follows directly after your presentation. And it’s similar to the first case. Just as in the first case, you have two options here: present your company through a document such as a slide show or present your company through its history.
The history of the company you represent is an excellent way to strike a connection. Weaving in a story that resonates with the audience elevates its status from a “random”c company on the internet to one that your prospect knows. Also, tell your team’s story, talents, obsessions, and contribution to creating the solution they now know about.
Introducing the Buyer and Their Company
Once you’ve finished your introductions, let your prospect do the same and gather all the necessary information for the rest of your sales process. Qualifying also means getting to know your prospect and creating a bond with them.
Why should you do this? Because this will allow you to understand the right arguments and the right way to deal with this prospect to make a successful sale. Don’t forget that selling is a customer-centric process, and it entails a lot of emotions that will allow you to win over the prospect before the competitor does.
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