Congress and the Sales Conversation

As I jockeyed the talk radio stations and perused the news stories this morning, I noticed that our wonderful national leaders were meeting in an extended overnight session last night, debating the Iraq war policy. In what appears to be little more than a Democrat inspired promotional stunt, the Senate talked, debated and as usual, accomplished little, if nothing at all.

Talk has to mean something. Conversations must be inspired. Participants must be motivated. In true conversation, each party must put aside personal vendettas, self-interest and pre-conceived notions if there is to be true communication and a worthwhile end result. It is rather obvious that this seldom happens in the political arena. Perhaps Congress should adopt an Age of Conversation mentality, involving all media and individuals with something to contribute. We have a lot to say!

As with politics, successful business transactions require successful communications. Salespeople and entrepreneurs need to be paying attention, listening to their customers, prospects and marketplace. We need to become active listeners and participants in conversation, asking the questions that will enable us to better serve our customers. We simply cannot throw information out into the market via web sites, direct mail and brochures and expect sales success. We need to be personally involved with our market and our customers.

Seth Godin wrote today of Letters, Brochures and Email, each serving a specific function in business. He states, "Direct mail has a job to do... you send the letter and you get the sale (or you don't). Brochures rarely lead to a sale. They lead to a sales call. Email (sent with permission) has a different function. Its job is to get a response. To move a conversation forward." The email is the personal aspect of the campaign, relying upon some established relationship to instigate action.

Utilize the marketing tools you have designed to get your message out to the marketplace, while using the art of conversation to sell and close the deal. Like politicians, if we stop listening and act upon our own agenda, little will be accomplished.

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Daniel Sitter
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Comments

[Christopher Richards]

I have a perspective on how the culture we were educated in plays an important role in conversation style. I lived the first half of my life in England, and the second half here in America. What passes for conversation here is usually just a series of monologues. Your perspective is that a conversation is getting a message out. That “con” part of the conversation is “with.” It’s a back and forth. It’s dynamic, not a series of static positions.

Just asking questions and listening to the answers, and then moving on to the next question is missing the point of conversation. Do we learn conversation in school? No. Do we learn to be disagreeable in a civilized way? No. I am not confusing debate and conversation. Conversation is an art. It isn’t a series of dogmatic opinions. A good conversationalist is an interesting person. Think of conversation as theater. A conversation can amuse and inform.

The worst thing a conversation can be is boring. Michele de Montaigne (b. 1533) said, “…agreement in an altogether tiresome constituent of conversation.” He was French.

Conversation can be based on not knowing; a groping for understanding. It can dig deep into unknown territory. But when challenge our assumptions; we can actually learn something new.

Selling is a conversation.

[Daniel Sitter, Idea Seller]

Thank you Christopher, for your well-thought-out perspective. You certainly have a point; What so often lacks in effective communications is that you have two parties spouting monologues! There often is no real listening. Each is really only interested in expressing his point of view.

I like the first line in your latest post, "Asking the right questions and listening to the answers is at the heart of my business." Well put. It should be at the heart of mine and everyone's too. That's the core of real communication.

I agree that selling is a conversation. You may also be interested in reading my recent post, "Sales, Marketing and Conversations," found at:

http://ideaseller.typepad.com/idea_sellers/2007/07/sales-marketing.html

I have linked to your blog. I hope many others will look at your work!

[Christopher Richards]

Daniel,

Thanks much. I subscribed to your feed.