The ability to converse has a huge impact on the success of business school MBAs, much more so than their grade-point-averages which had no bearing whatsoever. According to a study conducted by Stanford University School of Business, conversational skills (we’re not talking about public speaking here) had a greater influence on the successes of the study group, than did their academic achievements. In her book, The Fine Art of Small Talk, Debra Fine told about having such poor communication skills that she avoided people at networking events and meetings, even hiding in the restroom during breaks. (Did you pick up on the pun in her book title?) Fine points out that the art of making small talk, engaging in a conversation, is an acquired skill. She taught herself and is now a motivational speaker.

 

Being able to make conversation is the best means of establishing any type of relationship; business or personal. It is through conversation that personal information is revealed and recorded for future reference. In sales, it is important to know the likes and dislikes of a customer, or you risk offending them unintentionally. A salesman gets to know about the customer’s family, his alma mater, his hobbies and the books he reads. Through this exchange of personal information, a relationship develops and the salesperson further cements their bond by using the knowledge about his customer to send birthday cards, extend invitations to events of mutual interest and share reading material.

 

Some of the basic rules of meeting and conversing with people, whether in business or private situations, are:

·        Be the first to say “Hello”

·        Remember names by repeating them as introductions are made

·        Establish a common thread

o       “Why are you attending this conference?”

o       “Are you a friend of the bride or groom?”

o       “Where did you travel from for this seminar?”

·        Maintain eye contact

·        Listen more than you talk

·        Have some news to contribute

·        Be aware of body language, yours and theirs

·        When a topic is introduced, dig a little deeper into the details

·        Have an exit strategy if you need to circulate

 

Every piece of information a salesperson learns about their client or prospect is an advantage they have over the competition. A professional salesman employs this knowledge and competitive advantage to initiate and increase their business from the client. A sales pro’s “little black book” is a file of all the information gained from conversation, a menu of important data about clients, prospects and competitors. The application of this data in the business relationship is a major key to strengthening the rep’s position and influence with their clientele.