Every word and phrase spoken during a B2B sale can affect the outcome of the deal. Sellers should be aware that buyers will react to what they say as well. Make sure to have conversations that win.

It is difficult for most salespeople to predict the kind of conversations that win deals, even if they are experienced.

So, we analyzed 257,967 B2B sales call recordings to find the 6 patterns of conversations that win.

If you want to see how your sales calls stack up, check out this infographic.

conversations that win


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

6 Elements of Conversations that Win:

1. Talking Vs Listening

The more time they have to talk without interruption, the higher chance of closing a deal.

2. Reduce generic “company overview” to less than two minutes

If the interviewer goes over two minutes of their company overview, they are less likely to get a job offer.

3. Listen for timing signals

When a prospect answers timeline questions with words like probably, it usually means they are more likely to close the deal.

4. Use risk-reversal language

When sales people use phrases such as “win rates increase”, it gives them a sense of empowerment and motivation.

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5. Listen for competitor mentions early

If prospects mention competitors early in the sales cycle, it gives you more time to diffuse their offers. Article: When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation for them.

6. Listen for 3-4 price mentions at the 40-49 minute window of the sales call

The CEO’s of the companies we studied mentioned price at this milestone when they closed their deals.

Here are six things you can do to make conversations that win and make your sales pitch more compelling.

Science is improving the way we sell, and this article touches on six key points.These six points hit the tip of the iceberg in making conversations that win.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.