Saturday Morning Sales

Kevin Latchford


Context - September 2, 2017

We live in a rather political climate where oftentimes we hear people say, “you took my comments out of context”. Sales people have long been accused of taking clients comments out of context, or vice versa, the sales person says their comments were taken out of context. Why does this seem to happen frequently and how can it be avoided?


Sales meetings with clients can sometimes be tricky. Each side has an agenda and sometimes will share just enough to make their points. Sometimes too much information is shared. In either case, making sure both sides have a mutual understanding of what is expected as the outcome from the sales process is key, and it may require extra effort beyond a conversation.


In past posts I have shared ideas on documentation, especially in the form of email follow-up’s, which more times than not works to solidify an understanding. Summarizing the conversation, expectations, next steps, deliverables, etc. all can be covered in an email. It is imperative that a sales person make this a requirement in their daily sales process.


I was recently asked by a few newer sales people what to do when this approach may not be enough. There are times when the conversations with a client are on the extreme side when it comes to details, especially when you are selling an intangible service, and not a manufactured product. A comment can quickly be taken out of context which may result in misquoting the project/service or worse a loss of revenue.


In such cases where conversations can be lengthy, very detailed, and require multiple steps to layout the “game plan”, take others on the sales call with you, and also ask the client to bring others into the conversations. Note taking is valuable throughout this process, summarizing the notes afterward an absolute must, and open communication with the client a necessity. When you have multiple people involved from both sides of the table, summarizing eliminates the possibility of taking something out of context. You enable many, instead of one, an opportunity for review, Q&A, and feedback prior to the engagement.


Remember, asking others for help in the sales process should not be viewed as a waste of their time, rather a time savings for when the engagement begins post sale.

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