A Simple 3-Step Approach to Stronger Sales Conversations
One of the most common challenges we see when coaching sales professionals is getting sales conversations started the right way. Not because they lack confidence. Not because they don’t know their offering. But because they default to the same generic openers everyone else uses.
If you want better meetings, stronger relationships, and more productive outcomes, it begins with how you open your sales conversations.
1. Start Sales Conversations With a Problem, Not Small Talk
A simple but powerful technique comes from Donald Miller: start with a problem first.
Instead of leading with surface-level small talk, begin by acknowledging a challenge your prospect may be experiencing. For example: “You know how many salespeople struggle to get meaningful conversations going?” Then follow it with, “I’m wondering, what type of challenges do you have with that?”
This immediately creates relevance.
If they say they’re not experiencing that issue, pivot. “That’s great. What are you doing to make sure you’re not running into the problems I see so often?” If they are experiencing it, go deeper with questions such as:
When did you first notice it?
What have you done to address it?
If this continues, how will it affect you or your company?
Strong sales conversations are built on thoughtful follow-up questions. The goal isn’t to impress. The goal is to uncover.
2. Put the Agenda in Their Lap During Sales Meetings
When starting first-time sales conversations, avoid jumping into your pitch. Instead, shift control of the meeting to them.
Try opening with:
“I’m glad we could get together today. What should we talk about to make this a great meeting?”
Or:
“What’s on your mind as you think about growing your business this year?”
“What happened last year that can’t happen again this year?”
By putting the agenda in their lap, you demonstrate respect and immediately uncover what matters most to them. The best sales conversations start with clarity about priorities.
3. Start Natural Sales Conversations at Networking Events
Sales conversations don’t just happen in conference rooms. They happen at social events, conferences, and community gatherings.
Instead of scanning the room or defaulting to awkward small talk, approach the people standing off to the side and introduce yourself honestly: “Hi, I’m Jack. I don’t know about you, but when I come to these things, it’s kind of hard to meet new people.”
That simple, authentic statement lowers defenses and opens the door to a genuine exchange.
Often, the person you approach is relieved someone made the first move.
Be More Interested Than Interesting in Sales Conversations
No matter the setting, the principle remains the same: be more interested than interesting.
Strong sales conversations rely on curiosity. Focus on them. Use questions that begin with what and how. These questions open floodgates of insight and allow you to better understand the prospect’s situation before offering solutions.
The salesperson who talks less and listens more usually learns more and sells more.
What to Avoid When Opening and Closing Sales Conversations
If you want your sales conversations to stand out, retire the generic phrases.
Openers like “How are you today?” or “How’s it going?” rarely lead anywhere meaningful. They’re automatic and forgettable.
Instead, try something intentional:
“What are you looking forward to?”
“What are you excited about?”
“What do you enjoy most about what you do?”
As you close a sales conversation, keep it simple and direct:
“What should we do next?”
“How should we proceed from here?”
Then be quiet.
If they’re interested, they’ll give you specifics. If they’re not, you’ll hear hesitation or a brush-off. Either way, you gain clarity and avoid chasing ambiguity.
Don’t Enter Sales Conversations Thinking “Make a Sale”
Before you walk into your next meeting, shift your mindset.
Don’t think, “Make a sale.”
Think, “Build a relationship.”
Because relationships are built one conversation at a time. And better sales conversations lead to stronger relationships, which ultimately lead to better results.
Good luck and good selling!
Author:
Jack Kasel
Sales Development Expert
Anthony Cole Training Group
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