Conversations Are Improv

Great sales conversations aren’t scripted.

They’re improv.

You need a plan. You need to know where you want the conversation to go. You need good questions.

But then you have to listen and respond to what’s actually happening.

That’s where many sales conversations fall apart.

The salesperson asks a question.

The prospect answers.

And instead of responding to the answer, the salesperson asks the next question on their list.

That’s not a conversation.

That’s an interview.

Think about improv.

One person says something and the other person builds on it.

They listen.

They react.

They go where the conversation takes them.

Sales should feel the same way.

If your prospect says:

“We’ve been struggling with turnover.”

You could move on to your next prepared question.

Or you could stay there.

“Struggling?”

“How bad has it been?”

“What do you think is causing it?”

“How is that affecting the business?”

Now you’re having a conversation.

Preparation still matters.

In fact, the better prepared you are, the easier it is to improvise.

Know your questions.

Know what you need to learn.

Know where you eventually want to get to.

Then stop worrying about following the script.

Listen.

Respond.

Follow what’s interesting.

The best sales conversations have structure.

But they don’t sound structured.

They sound like two people talking.