Things a B2B salesperson should and shouldn’t say

things salespeople say and dont

As a salesperson, what you say matters the most. Your words can either impress a client or blow your deal out of the water. They are the only reason why we have popular and not-so-popular orators, influencers, and even salespeople – the successful ones have their way with words.

You are a part of sales because you can communicate well and, in the process, make a sale using your ‘talk’. The way you speak determines your confidence, your research, and even your success as a salesperson.

I am sure, you don’t want to lose a deal just because you said something inappropriate.

So, let’s first begin with what you MUST say to your prospects.

5 Things a salesperson should say:

1. What are your top business priorities?

What are your top business priorities

Why?

Asking your prospect about what comes first for them in their business transactions is a great way of knowing how their company works. In answer to this question, your potential client will tell you what they feel about their operations and indirectly give you a map to the treasure – closing the deal.

If you analyze their answer carefully, you will be able to identify their expectations from your product and have a better chance of convincing them.

2. How was your prior experience(s) with this type of product/service (if any)?

How was your prior experience(s) with this type of product/service

Why?

If you are someone who avoids talking about the past experiences of clients to avoid negativity in your interactions, maybe this argument will change your mind. When you learn about a prospect’s past experiences, you know how to pivot the conversation further.

If they have had a good experience before, you can do some more research and know why they were left unsatisfied, and if it is unpleasant, you would know what you can’t afford to do. In case they have not had any previous incident to share, you will know why and can use it to your advantage.

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3. Do you have any more questions?

3. Do you have any more questions?

Why?

Apart from being polite to clarify their doubts, this open-ended question gives you a lot of room to know your client better. When you are not being specific about something, you give the client an opportunity to maneuver the conversation in the way they want, which opens you up to their mindset and expectations.

Further when they ask you certain things and you answer them wisely, you can further figure out what they think about your pitch and how well they have taken it. It does count for something, right?

4. What are your expectations from this?

4. What are your expectations from this?

Why?

Even though this is a direct on-face question, it will help you learn exactly what your prospect is looking for from this transaction.

As a salesperson, especially in B2B, you are required to understand your client’s problems and provide them with a comprehensive solution. When you know what they expect from you or what they are looking to achieve, assisting them will become easier and pursuit will become simpler.

5. When can I set our next meeting?

5. When can I set our next meeting?

Why?

Open-ended questions and even discussions can go a long way in B2B, but it does not work out all the time. There is an unsaid norm that you should follow – set up the next meeting before you leave the current one, at least attempt to.

Don’t be too pushy or too casual. Send an invite to your client and ensure that they accept it. Leaving things on their own or without a follow-up can hang them in between. You will neither move forward nor be able to leave the prospect. It will be a stalemate, and you will lose out on time and resources.

RELATED POST: 7 Reasons Why Your B2B Sales Attempts Are Failing

Now that you have known what you must say, it’s time for –

5 Things a salesperson shouldn’t say:

1. What are your pain points?

1. What are your pain points?

Why?

When you ask a prospect about the pain points, they might be facing, it implies that you don’t know much about them or the industry. This will put them off and prevent any further engagement because as a salesperson, you are expected to step into the conversation with some knowledge of the issues of a client.

Instead…

Use the problem as a smart conversation starter where you take the lead. Ask them questions about their business that will make them open up to you about what plagues them. You simply must STOP asking them about the difficulties and rather initiate a discussion about it to make for an early impression.

2. Can you tell me something about your company?

2. Can you tell me something about your company?

Why?

Most B2B companies are now embracing digital marketing and using social media for their networking operations. There is no way that you would not have found a particular prospect if you had looked for them. Asking a client about their company will only lead them to think that you have not done your homework and are not serious about working with them.

Instead…

Lead the conversation talking about the kind of companies you have helped, and ask them quick questions that will help you determine whether or not it will benefit them as well. You can also indirectly ask their expectations from the product and then decide how to steer the discussion.

3. Are you the decision-maker?

3. Are you the decision-maker?

Why?

This question equalizes a massive blunder, as you deliberately put both the parties in an awkward position. The prospect would not like to tell you insider information of how they reach their decisions. You also indirectly undermine them if their answer is a ‘no’. Putting it out makes the conversation an absolute bummer.

Instead…

Rephrase your words and ask them the way they arrive at a consensus about a decision or who else, besides the person you are talking to, plays an important role in making a decision like this one. This way, you can keep up with the conversation without seeming impolite or demeaning.

4. We offer the lowest price in the market.

4. We offer the lowest price in the market.

Why?

Besides the fact that they have already heard this from every enthusiastic salesperson, you do not always have the lowest price. There is always an opponent who is waiting to undercut you. Also, when you bring up price, you lead the prospect to think in terms of price and NOT the value of your product/service.

Instead…

Sell them on the value of your product, which always has a higher chance of appeasing your prospect. Talk about the interests that will be served or the advantages that the company will get if they choose to transact with you. DO NOT talk about the price until the prospect brings it up.

5. When can I expect the first payment?

5. When can I expect the first payment?

Why?

When you talk about payment, the whole discussion boils down to one thing – you are “just” a salesperson trying to sell their product. Consumers do not want to feel like another deal you have to close or another number on your list. Moreover, when you say payment, it is almost like cornering your client and asking for a sale.

Instead…

Tell them about your solutions and how they would solve the problem. LET THE CLIENT bring up the pricing and the details related to the payment. You’ve done your part, and you weren’t their ordinary ‘aggressive’ salesperson. Win-win.

Every word that you say can help you close deals (or loose deals!)  

When dealing with clients and potential customers, you must always choose your words wisely. In fact, successful selling comes with the knowledge of playing with words.

However, don’t dare experiment with the words that you are not sure of. Salespeople need to be genuine and empathetic when they are looking at the problems faced by the firms on their radar. You need to be educating in your approach, explaining to your client why you think your product can work wonders for them.

Unless you believe yourself that your solution can solve their issue, you will not be able to make your point. Initiate a valuable conversation, sell them on the value of your product, and make them feel good about talking to you.

And if you still need help,
contact our sales team
and we will tell you what helped us create innumerable opportunities for organizations across the globe!