Controlling the narrative – there can be only one leader

On a sales call/meeting, there can be only one leader. If we don’t take control, it will be taken from us and the rest is history.

Prospects are emotional creatures. We’re all prospects for someone, so we can relate to the emotions that are being channeled through the other side of the conversation. And as such, we don’t like being bullied into decision making, but we also choose to ignore weak positions of people who can’t stand their ground or have no thoughts of their own.

To have thoughts/opinions, renders us knowledgeable and up to date with current challenges and solutions. Our thoughts can be confronted, and that’s the beauty of it. If prospects become confrontational, they are by default engaged and we have won half the battle.

We’ve won because everyone is ready to jump on the opportunity to prove us wrong, and no one is ready to admit we’re right. Both cases open a door that will prove so important going forward, that a simple sale (even though successful) will mean very little.

This door holds a new relationship built on mutual understandings, common grounds, shared beliefs, open communication, respect and accountability. It elevates both sides to a level of commitment, far from corporate names and marketing gimmicks.

Challenging a prospect should be part of any call. The first call, the second, and all the relentless follow ups until the decision making. Yet, reps don’t challenge/provoke enough to ascertain strength.

How to challenge? Never arrogantly, and almost always by asking questions. Questions that allow us to control the narrative and gain the necessary authority. Authority is earned. It cannot be demanded.

If we ask the right questions, we will get the right answers and the conversation can lead to gaining authority. If we ask the wrong questions, we will get the wrong answers and we will both end up rambling. Fighting for authority past this point is futile.

Controlling the narrative is binary. It either puts the buyer in our sales process, or us in the buyer’s buying process.

There can be only one winner.