The B2B Sales Conversation Framework

Sales are important, and having an effective process behind them can be the difference between success or failure.

The conversations would have to be stored in a database or CRM, so you could better understand your sales organization’s current status and future trends.

Why is it about Conversations?

Although I am only in my mid-30s, it is clear to me that due to how I learned sales — which was door-to-door — I have a more old-school perspective on what selling truly means. For me, it’s about having real conversations with people.

So when I started my company in 2008, it was a big deal for me to blast emails 8 hours a day. I thought email marketing felt wrong because we were trying to sell via email which is fundamentally different than conversation.

Conversations have a direction and flow. At least for me, conversations are meant to lead somewhere.

I don’t always know how to read the other person in a conversation, or what they want. I can tell you that my business skills are better than my dating skills.

In making a conversation framework, use a step-by-step process that you can follow in every conversation with prospects. This will make it easier to control the variables and ensure consistency.

Once you are able to identify patterns in your conversations, it will allow you to successfully answer objections and even predict them. It takes a lot of awareness, practice, and discipline but once this is happening for you on a roll, it can be very powerful.

Inbound Conversation Framework Vs. Outbound Conversation Framework

When prospects reach out to us, we want them to qualify themselves as quickly as possible. If they’re not worth the time of our team then it’s best for both parties that these conversation framework are short and sweet.

After someone fills out a form or signs up for your services, you need to determine if they meet the qualifications. These are usually set by marketing and can be done through email or phone calls.

Outbound conversations are the ones you initiate, and they take a lot more time to set up. They also require some perseverance because it’s difficult for prospects to get back in touch with someone who initiated contact without any other context.

Once you have connected with the prospect, whether it was inbound or outbound and they match your requirements, then move them to the next stage of your process. If you are an SDRinside sales rep, this means handing off to a closer.

Up until now, the salesperson has been talking to the customer and it’s time for them to start asking questions.

  • When deciding whether or not to buy, there are many factors that will influence the decision.
  • The problems your solution can help solve.
  • The results that we can help solve are lack of diversity in the workplace and high turnover rates.
  • The goal is to figure out who the influencers are and how they make decisions.
  • They must sell multiple stakeholders and make sure everyone is on board.
  • Drive all stakeholders with the customer.
  • Make sure that you have a budget for this project, and confirm how much money it will cost.

What is an Operational Conversation Framework?

This is about how the steps in your sales conversation framework to your CRM and then to the people who are assigned certain roles within an organization. My friend Aaron Ross has become a New York Times Best Selling Author by writing about this process called Predictable Revenue. The idea is that there should be specialized roles for different parts of a sale, such as those who handle customer acquisition or product development.

If you are unfamiliar with these roles, inside sales reps focus on inbound lead qualification and outbound prospecting. The CRM is customized to feature specifics about each part of the process that relates to them.

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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: 

  • 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
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Editors Note:

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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.