Why better sales conversations start with understanding, not selling

How asking better questions and understanding customer needs can help SMEs convert more leads into sales

For many SME founders, selling doesn’t come naturally. They might have spent years developing a product, perfecting a service, or building specialist knowledge, but convincing somebody else to buy it can be an entirely different challenge.

And while some people appear naturally gifted at sales, is being a good salesperson really about personality, charisma, and persuasion? Or is it something that anybody can learn with the right process in place?

According to Anderson Hirst, founder of sales consultancy Selling Interactions, one of the biggest barriers is how people perceive the profession.

‘Many people see it as sleazy profession. So, they don’t want to be salesy, they don’t have training, and yet they find themselves in a situation where they have to sell their product.’

But effective selling, he argues, isn’t about manipulating customers or delivering the perfect pitch. It is about understanding what someone needs and helping them find the right solution.

Understanding the customer

Dr Dayle Childs, Senior Lecturer in Sales and Digital Marketing at Bournemouth University and deliverer of the Help to Grow: Management Course, believes too many business owners approach sales conversations by immediately explaining what their company offers.

Both Dayle and Anderson will explore these ideas further during the Help to Grow: Management Course Alumni Network webinar, Winning more customers: converting leads to sales, on Thursday 29 October.

Instead, he encourages them to ask questions, listen carefully, and establish what the customer is trying to achieve before presenting a solution.

‘You’re not selling your product, you’re selling the value that it brings to those clients by solving their problems.’

These conversations, often referred to as discovery, can help businesses identify customers’ challenges, priorities, and expectations.

The principle applies across industries, whether selling a straightforward product or a complex service involving multiple decision-makers. Understanding those needs allows businesses to demonstrate relevant value rather than relying on a generic sales pitch.

Turning conversations into conversions

For Anderson, preparation and structure are equally important.

‘Sales is a process where you try to understand very well what a customer needs.’

That process will vary between businesses. Selling a relatively inexpensive product might require one conversation, while securing a significant contract could involve several meetings, technical discussions, and negotiations.

However, having a process doesn’t mean following a rigid script. Dayle argues that salespeople need flexibility to respond to customers while ensuring they gather the information required to recommend an appropriate solution.

Anderson also highlights the importance of how and when businesses present proposals. Sending a high-value quotation without discussing the customer’s requirements or explaining the value can undermine an otherwise promising opportunity.

For SME leaders, the challenge is understanding how these different elements fit together and creating an approach that works for their business.

Both Dayle and Anderson will explore these ideas further during the Help to Grow: Management Course Alumni Network webinar, Winning more customers: converting leads to sales, on Thursday 29 October.

Drawing on research and practical experience, both experts will share techniques for improving sales conversations, understanding customer needs, and developing a more consistent approach to converting leads.

Because successful selling isn’t necessarily about being the most persuasive person in the room. Sometimes, it’s about asking the best questions.

 

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