#018: Controlling The Conversation And Conveying Authority

Read time: 3 min

In this issue I’m going to discuss how to control the conversation by conveying authority to the prospect.

Prospects come to you because they need help solving problem(s). They agreed to a meeting because they’re expecting you to be able to identify and provide a solution. They want you to control the conversation so they can sit back, relax and be educated. This must be conveyed from the first touch point to the minute they become a customer.

The problem I see is founders are not commanding control of the conversation by conveying authority. They use weak and indirect language that can oftentimes be misconstrued as a lack of conviction.

You need to close on next steps at the end of every call.

Controlling the buying journey is about holding the prospects hand throughout the buying process. As soon as you let go of their hand, automatically assume they are going to get lost in the woods, and now it’s turned into a reconnaissance mission to get them back on the path.

We want to avoid this at all costs. Your goal is to control as much of the buying process as possible. You do this by clearly defining next steps at the end of every touch point.

Here are 5 things that will help you convey authority and control the conversation.

1. Stop Using Weak Language

   Weak language is anything that makes you sound weak or less than.
   

   
   Examples are:
   Saying things like, “Is now still a good time to talk?” Or, “I know you’re busy.”
   

   This only hurts your chance of closing the sale. During the sales process you are either doing things to move closer to the finish line, or away from it.
   
   

2. Be Direct

   People do business with people because they believe they’re competent. Being direct conveys competency and authority. Direct questions get direct answers.
   

   
   Examples of being indirect are:
   

   Not asking a question directly. Instead of saying, “Do you know what your budget is for something like this?”

   
   Instead say this:
   

   “What type of budget can you allocate towards a solution like ours if you felt like we were a good fit?”
   
   

   Replace sentences beginning with*, “Can you,” “Could you,” or “Would you,” with “Help me understand,” “ How are you currently managing________,” “What’s been your experience with _________, and what have you done to try and solve it?”
   
   
   

3. Close at The End of Every Call

   At the end of every call there is a close. The close on the discovery call is scheduling a demo. The close on the demo is scheduling the scoping call. The close on the scoping call is getting them on a paid POC. The close on the POC is to close them as a fully onboarded customer. The way you close at the end of every call is by nailing down a day and time for the follow up call with a calendar invite.
   
   

4. Tone and Voice Fluctuation Enthusiasm and pitching with conviction is infectious. You draw prospects in by fluctuating your voice and matching your tone with what you’re conveying. If your tone is consistent and there is no life in your presentation you are hurting your ability to close.
   
   

5. Skipping The Preamble

   The preamble is the most important parts of the entire sales process. Why? Because it sets the expectation for the rest of the buying journey. The preamble does 2 things. Conveys authority and allows you to control the conversation.
   
   

   “Hey , I know we’re both busy so if it’s ok with you I’d like to get right into it. Does that sound good?
   
   

   Great, before we begin we always like to be super transparent about our process. This call is about me answering all your questions, and helping me better understand how you manage _______________. (the problem you solve for)

   
   

   If after this call we’re both in agreement we should continue, the next step would be to walk you through a customized demo based on the needs you communicate on this call

   
   

   Following the demo, we can get you on a pilot to validate that the technology is going to work. And from there we can discuss next steps and scaling up.”

   
   

   Does that sound fair?
   

   
   

   This is controlling the conversation and conveying authority.

Key Takeaways 

• Be direct

• Do not skip the preamble

• Stop using weak language

• Close at the end of every call

• Use tone and voice fluctuation

  
  

That’s it for today folks.

See you all next week!

Darren

P.S. If you’re ready to level up you can book a call with me here.