Insight #1: The “Talk-to-Listen Ratio”
The average B2B sales rep spends between 65–75% of a call talking, leaving only 25–35% of the call for listening. 43/57 seems to be the golden ratio.
Insight #2: When, and How Often, Should You Discuss Pricing?
The data tells us pricing should come up roughly 3–4 times during a call(preferably after value has been established). When pricing is discussed too early in a call, less than 3 times, or more than 5 times, the odds of closing the deal tend to shrink.
Insight #3: Prospect Timing Signals
There is a positive correlation between winning the deal within your forecast, and the customer responding to the timing question with the word “probably.” When a prospect responds to your timing question with some variation of “We need to figure out X”, there is a negative correlation of getting that deal closed within your estimated forecast.
Insight #4: Use Risk-Reversal Language
When sales reps remove the risk of purchase by touting customer-protecting terms, the probability of closing the deal skyrockets by 32%.
Insight #5: Coach Salespeople with Real Calls
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