Starting Where the Client Is: The Key to Successful Sales Conversations

"COMING TOGETHER IS A BEGINNING. KEEPING TOGETHER IS PROGRESS, WORKING TOGETHER IS SUCCESS" - HENRY FORD

Understanding the Client's Journey

Success doesn’t come from how well you present your product or convincingly pitch a solution. It comes from meeting the client exactly where they are in their journey. This might seem like a simple concept, but many salespeople overlook it. We spend hours preparing presentations, rehearsing pitches, and crafting messages showcasing our value. But what if the client isn’t ready to hear it?

The reality is that a client’s journey is unique, and where they are when you first engage them will dictate how you should approach the conversation. To truly connect, you must align your messaging with their current needs, challenges, and mindset.

Remember: Sales isn’t about shouting louder; it’s about listening better.

Using the Customer Journey Model

To effectively start where the client is, use the customer journey model as a framework for your sales conversations. Just as we tailor advertising strategies to meet potential customers at different stages of their buying journey, we must apply the same logic when interacting with clients.

• Start by understanding: Is the client recognizing a problem, seeking solutions, or somewhere in between?

• Tailor your approach: Align your messaging with their stage—awareness, consideration, or decision-making.

This makes your conversations relevant and increases the likelihood of progress.

Building Agreement Throughout the Conversation

One of the most crucial aspects of any sales conversation is ensuring that the client is with you every step of the way. This isn’t just about nodding along to what you’re saying; it’s about actively engaging them.

• Check-in often: Ask, “Does this make sense to you?” or “Do you see how this could work for your business?”

• Invite collaboration: Build a foundation of trust by co-creating solutions rather than delivering a one-sided pitch.

Moving Beyond the Pitch Deck

"THE SUCCESS OF YOUR PRESENTATION WILL BE JUDGED NOT BY THE KNOWLEDGE YOU SEND, BUT BY WHAT THE LISTENER RECEIVES." - LILLY WALTERS

Here’s where most salespeople go wrong: they treat the presentation as a performance, a one-way monologue. But that’s not how you build lasting relationships.

Turn your presentation into a conversation. Be ready to pivot and adapt based on the client’s feedback. Think of it as an interactive dialogue where their responses guide the discussion.

• Embrace detours: If the client’s questions take you off track, lean into it.

• Respond authentically: Dig deeper into their pain points and adjust your strategy in real-time.

Great salespeople are like jazz musicians—they know how to riff in the moment.

Celebrating Divergence: The Power of Improvisation

"IT IS NOT THE STRONGEST OF THE SPECIES THAT SURVIVE, NOR THE MOST INTELLIGENT, BUT THE ONE MOST RESPONSIVE TO CHANGE." - CHARLES DARWIN

When a client takes the conversation in an unexpected direction, don’t panic—celebrate it. This shows they’re engaged and thinking critically about your offering.

• Be flexible: Explore new avenues with enthusiasm.

• Consider feedback a win: If their input leads to a better solution, you’ve succeeded in meeting their needs.

This adaptability strengthens relationships and shows commitment to finding the best solution.

Why Client-Centered Conversations Work

The most successful salespeople understand that their role isn’t just to sell—it’s to solve. To solve effectively, you must understand where the client is.

• Start with their needs: Begin conversations with curiosity and active listening.

• Tailor your message: Ensure solutions are relevant by aligning them with client challenges and goals.

Mapping the Customer Journey

Just as we map out customer journeys for advertising, we must do the same for sales conversations. A client’s journey doesn’t start when you walk into the room—it begins with their experiences, challenges, and goals.

• Slow down when needed: Address foundational issues before moving forward.

• Speed up when appropriate: Keep pace with their advanced understanding.

The Dance of Sales Conversations

"THE GOAL IS TO TURN DATA INTO INFORMATION. AND INFORMATION INTO INSIGHT." - CARLY FIORINA

Sales isn’t a monologue; it’s a dance. A rhythm of listening, responding, and adapting.

By skillfully navigating these conversations, you create what I call the "Live strategy." This is an initial phase where you and the client collaboratively explore potential solutions using real insights.

• Uncover their needs: Show how your platform connects their challenges with opportunities.

• Position your audience: Demonstrate how your audience can drive their success story.

This approach builds trust and lays the foundation for long-term partnerships. It’s about creating a relationship, not just closing a deal.

Final Thoughts

When you approach conversations as collaborative opportunities, clients become more engaged, responsive, and likely to see you as a trusted partner. And that’s where the magic happens—building relationships that lead to long-term success.

What’s your favorite way to keep sales conversations engaging? Let’s discuss in the comments!