Preparing a sales dialogue to convince customers: the golden rules

The art of sales isn’t something you’re born knowing. But rest assured, anyone can become a good salesperson. All it takes is knowing how to talk to customers, and that, dear readers, is exactly what we’re offering you today.

In the following article, our custom trade show booth team will give you some tips on how to craft a compelling sales dialogue.

Talk about benefits rather than features

Your product or service has many features. For example, the horsepower of a car – say 600 horsepower – is a feature. A feature is something a product or service is or does.

In a sales dialogue, the product feature is never really what convinces customers to buy. The benefit associated with the feature is the true selling point.

What is a benefit?

A benefit is what the product or service means for the customer. It’s what customers get out of the product or service when they use it. For example, the benefit associated with a powerful sports car might be prestige, or safety when passing cars on the highway or a country road.

In your dialogue to convince the customer, talk about the benefits of your product or service rather than its features.

Sales dialogue example:

  • Don’t: “This camera takes high-resolution photos.”
  • Do: “You’ll be able to capture unforgettable family memories with this camera!”

Focus on the customer and their needs

Think of customers as being a little self-centred. When they come to you, it’s to fulfill a need they have. Their needs are what will motivate them to purchase your product or service, so keep the sales dialogue focused on them, not you.

Even if your company is the best in the industry, avoid praising it unnecessarily. In your sales dialogue, find out why the customer came to see you today, and then show them how your product or service meets their needs.

Sales dialogue example:

  • Don’t: “Our veterinary clinic has been in business for over 100 years!”
  • Do: “Here, your pet will receive the best care in the city.”

Approach the client first

Customers like to be taken care of. That’s why there are often digital kiosks at trade shows and in stores nowadays—to help welcome customers when the staff is busy.

When a customer enters your store, don’t wait for them to come to you. Approach them first, otherwise they may walk away when they could have become a customer of your company.

When first approaching a customer, start with a greeting. No need for anything complicated—a simple, friendly “hello!” is a great start.

Once you have greeted the customer, ask them an open-ended question. “What brings you to our store today?” and “How can I help you?” are two examples of open-ended questions that work very well to start a dialogue.

Open-ended questions work better than yes or no questions to get your customer talking about their needs. The important thing is to be natural and sincere—be genuinely interested in your customer.

If you are given a sales script, don’t recite it word for word. The best strategy is to practice delivering your script until it becomes second nature. The best salespeople agree that this is the key to a more natural and confident delivery.

If you get the chance and the customer gives you permission, use their first name when addressing them. Using a customer’s first name helps create a closer relationship between the two of you. This advice also applies when writing an invitation email for a trade show or event.

Control your reaction to customer concerns

As the sales pitch progresses, the customer may express concerns.

Concerns are a normal occurrence.

When a customer disagrees with you, don’t get defensive, even if they are wrong. Ask them to tell you more and listen to what they have to say. They may tell you something you haven’t considered.

Concerns are not always well-founded. Sometimes they are simply due to a misunderstanding, lack of information or context, and this is your chance to clarify the situation.

Sales dialogue example:

  • Don’t: “I disagree, sir. You’re wrong about that.”
  • Do: “I understand, sir. Can you tell me more?”

Let the customer decide

If you want to convince someone to buy your product or service, give your customer the chance to make their own decisions.

Near the end of the sales pitch, when getting ready to close, you can ask the customer “What would you like to do?” or “What are the next steps we can take?”

Of course, you can guide their decision and suggest they choose one of a few options.

For example: “Would you like to go with the red model or the blue one?”
Or: “Would you like us to deliver product X this week or next Monday?”

By asking these kinds of questions and letting the customer decide for themselves, you are letting them know that their opinion matters. So, how do you convince a customer to buy your product? It’s simple—show them that they have a choice and that their opinion is important.

Convincing customers with an adapted sales pitch

There you are. Now you know more about how to craft a dialogue to convince customers. We hope these tips will be useful to you and that they help you create a sincere and profitable relationship with your customers.

For more tips on the world of events, check out the blog section of our website or contact us. Our team is always here for you!