In sales, if you can convert a prospect or a lead into a client without seeming pushy you’ve reached black belt status. This takes work and strategy, because slick one-liners and pressure tactics won’t make you a sales master. However, crafting authentic conversations that actually resonate will.
During my career I’ve worked with companies across the range, from solopreneurs running consultancies to scale-ups to multinationals, such as Huawei and Amazon. And I can say unequivocally, across the board, one truth holds: people don’t want to be sold to, but they do want to solve their problems. Your job is to guide them through that process in a way that feels natural and human.
Here are five practical tips to help you do just that:
Do your homework
If you don’t understand your prospect’s business, you’re already on the back foot. You’ll be surprised how often salespeople skip this step. Before any call or meeting, research your prospect’s company, industry and potential pain points. Check out their website, social media profiles and reviews. Their online footprint will give you a rich archive of data to mine. Do so. The insights you will make for a much more valuable call for both you and the prospective client.
Then go a step further.
Ask yourself what type of communicator they are.? Are they data-driven? Relationship-focused? Do they need to see the big picture or are they more concerned with the nitty-gritty?
If you take the time to do this, you can build instant rapport and show respect to your prospect for who they are by tailoring your approach. Suddenly, the likelihood of your message landing goes up a lot.
Lead with curiosity, not credentials
As contradictory as it might sound, silence can be golden when selling.
It’s tempting to start every conversation by talking about your offer, your results and your client list. But great salespeople know how to shut up and listen.
Ask open questions.
What’s frustrating your prospect right now? What’s not working? What would a win look like for them this quarter? When you lead with genuine curiosity, prospects feel heard. And when people feel heard, they’re more open to what you have to say.
Your offer becomes a response to their story. This is a vastly different experience to a prospect being subjected to a sales script anyone could read.
Handle objections with empathy, not defensiveness
It’s time to reframe objections. They’re not roadblocks.
For example, if someone says, “It’s too expensive,” don’t jump in with a discount. Instead, ask: “In comparison to what?” This simple question helps you uncover what they’re really worried about. Their concern could well be budget, but it could also be other things, such as perceived risk or timing.
When you respond with empathy and curiosity, you invite collaboration rather than confrontation. Prospects are far more likely to engage when they feel that you’re problem-solving with them, not selling at them.
Make your follow-ups human
One of the most common sales mistakes salespeople make is to send robotic, repetitive follow-ups. Sending a “just checking in” emails three days in a row is not the way to build goodwill.
Instead, think of how you can add value with every touchpoint? Can you share an article that’s relevant to their challenge? Invite them to a webinar they might find helpful? Send a short video message to personalise the connection? Is there an opportunity to share a case study of a previous client you got great results for?
It’s true that sales happen in the follow ups, but relationship skills are what makes follow-ups work.
Take bold action
There’s a difference between being pushy and being proactive.
A few years ago, I’d won a major deal…or so I thought. The client had confirmed the deal by email. However, I found out very soon afterwards that the client was leaning toward a competitor, despite having confirmed the deal by email.
So, I showed up.
I walked into their office with coffees in hand, ready to talk. We had a frank, face-to-face conversation, and I won the deal back. Not because I pressured them, but because I showed up when it mattered most.
Sometimes, closing isn’t about the perfect line. It’s about timing, presence and guts.
Sales doesn’t need to feel salesy. When you approach every conversation with curiosity, empathy, and clarity, you’ll convert more. And connect more deeply while doing it.
