English, Optimize Marketing & Sales Process

How to start a dialogue without fear

You have probably heard that people’s purchasing decision is based “90% on emotional reasons” rather than objective reasons.

As a consultant, coach or specialist with in-depth expert knowledge, you will quickly fall into a sales trap when you tell your potential client the following at the first meeting: “We are reliable, experienced, have a long history, and work for these clients.” Then you look out for “purchasing signals in his or her gestures and few words.” However, presenting such a “sales pitch” is not at all interesting at this point in time! Every statement of this kind leads your counterpart responding with a natural defense mechanism. “I have to think about it” is the mildest form of your sales effort that just fizzles out. No response, and decisions are delayed. This is a common sales efficiency killer, isn’t it?

Prospective customers hate salesmen, because they always assume that their offer is so good that it must fit the customer. They talk too much. They ask investigative questions. They do not seem interested in the person’s environment and situation, their views, perspectives, emotions, and priorities. If you could stop selling like this, your sales efficiency would increase by 100 to 300% with the same effort. That means more recognition, less frustration, and more money for the same effort.

Here is a trick that could help you not to sell. You could start every initial meeting with an assumption, your view to find out more about your counterpart, his or her surroundings and work. It’s about him or her. No small talk. No elevator pitch. No selling. No branding.

People love responding to your assumptions and correcting your point of view. For example, “…nice to meet you. I saw on your LinkedIn profile that… the company is respected by the market as a reliable supplier… you have done a lot to establish yourself…” PAUSE. It is almost guaranteed that your counterpart will pick up the conversation and start a dialogue. A dialogue is love, respect, building trust, a massive differentiator to ‘90%’ of sales people on the street.


  1. Purchase decisions are emotional decisions
  2. Presenting a sales pitch in the first meeting is the worst you can do
  3. Instead, start a dialogue making an assumption about the prospects business

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