6 Elements of Winning Sales Conversations {Infographic}

Every word and phrase spoken during all B2B sales conversations can influence the outcome of the deal. That goes for words uttered by both the seller and the buyer.

But predicting which sales conversations win deals is largely guesswork, if done by a human.

So, we turned 257,967 B2B sales call recordings into data, analyzed them with Gong’s self-learning conversation analytics engine, and found 6 data-driven patterns of winning sales conversations.

Check out the infographic to see how your sales calls stack up:

Winning Sales Conversations infographic

6 Elements of Winning Sales Conversations:

Talking vs Listening: The longer a customer can talk without interruption, the more likely a deal is to close.

Reduce generic “company overview” to less than two minutes: When this part of the conversation extends beyond two minutes, win rates rapidly decline.

Listen for timing signals: When prospects answer timeline questions with words like probably, deals are more likely to close.

Use risk-reversal language: Win rates increase when sales professionals use phrases such as:

  • “No Contracts”
  • “Easy opt-out”
  • “Cancel Anytime”

Listen for competitor mentions early: If prospects mention competitors early in the sales cycle, win rates increase as there’s more time to diffuse competitor offers.

Listen for 3-4 price mentions at the 40-49 minute window of the sales call: Based on our research, top executives closed deals when price was mentioned at this milestone.

Including these 6 elements into your process will help you craft a more compelling sales pitch.

These are exciting times – We’re entering a world where science can help us become more effective sellers. These six points hit the tip of the iceberg!

Chris Orlob is Senior Director of Product Marketing at Gong.io. – the #1 conversation intelligence platform for B2B sales teams. Gong helps you convert more of your pipeline into revenue by shining the light on your sales conversations. It records, transcribes, and analyzes every sales call so you can drive sales effectiveness, figure out what’s working and what’s not, and ramp new hires faster.

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