The Rise of Conversational Selling

B2B sales have been dominated by static value propositions, which are characterised by pitch decks, call scripts, and one-way communication channels. 

However, change is happening, thanks largely to technology. More businesses now focus on a conversational approach. 

In 2024, dynamic and interactive engagements with potential customers are becoming more important. B2B sales teams should explore this new approach and relevant technology options. 

Conversational Selling Techniques

Conversational selling is an emerging strategy characterised by honest, two-way conversations between sales reps and potential customers. 

The primary goal of this approach is to understand customers and their challenges intimately, as opposed to merely pushing products without regard to their specific needs or contexts.

This may sound basic. After all, we all get on sales calls. But how many of these calls are characterised by active listening? How many go “off-script”? 

We can categorise our prospects' needs, pain points, and objections into neat boxes and write mini-scripts for each. This may help standardise the sales process on a large scale, but it comes at the cost of personalisation and relevancy. 

In other words, we’re positioning the prospect in relation to our product or service rather than our product or service in relation to the prospect.

The ROI 

By contrast, recent research found that sales teams which take a conversational approach can boost revenues by 10-15% compared to their competitors. 

Likewise, Gong reported influencing over $9 million in their sales pipeline after switching to conversational sales. 

We often use words like “leads,” “prospects,” and “decision-makers” and forget that we’re dealing with people. After all, people buy from people they trust.

It also affects how much they open to you. When you begin a sales cycle with a pitch deck, script, or email templates, you subtly remind your potential buyers that you’re here to sell—not listen. 

These tactics are useful but should complement your approach rather than define it. Engaging with people on a more personalised basis encourages them to give deeper insights that you can use to build a more compelling business case further down the line. 

Technology and Minoa

As 2024 picks up steam, new sales tools are emerging all the time. Tools like advanced AI chatbots and self-service automation help streamline the otherwise lengthy process that personalising for each lead can entail. 

Likewise, enterprise sales are characterised by long, complex sales cycles, especially now, with bigger buying committees and greater CFO oversight. Time-saving technology that doesn’t compromise the personal touch is especially useful here.  

Minoa is designed with this conversational approach in mind. It enables sales reps to build customised business cases tailored to each potential customer's unique context. 

If you’re already taking a conversational approach to sales, Minoa lets you take advantage of the deeper insights you get even more efficiently.

Likewise, Minoa's tools and features support the conversational selling approach, helping sales teams build strong, trust-based customer relationships and delivering personalised value efficiently.

You can explore how Minoa can bolster your sales process with collaborative and personalised business cases and elevate your B2B strategy by booking a demo here.