Part 6 in our series based on the book To Sell Is Human

In his book To Sell Is Human, author Daniel H. Pink talks about the importance of improvising—i.e., reacting to cues from the buyer during sales conversations. He equates the dynamic nature of sales to improvisational theater, where actors have minimal (if any) scripting, and they pivot their words and actions in response to what others say or do.

Tips for Leveraging Improv in Your Sales Efforts   

Pink suggests doing these three things during conversations with prospects:

1. Hear Offers
Actively listen for subtle hints of what the buyer really wants or is willing to accept. Even objections can be underlying offers you can act on. For example, if a customer says, “Your quote is too high,” there may still be an opportunity to close the deal if you can lower your price.

2. Say “Yes, and” not “Yes, but”
Responding to a buyer with “Yes, and” opens the sales conversation to positive possibilities. For instance, if a prospect asks if you can expedite a job that you can’t complete by the desired date, you might respond with, “Yes, and by the end of today, we will give you the estimated cost of adding more laborers to finish the work by your deadline.” Conversely, a reply beginning with “Yes, but” sets a tone of negativity and inflexibility.

3. Make Your Partner Look Good
Improv actors help each other perform their best. Likewise, a salesperson should help the buyer look good. Ensure that your prospect is heard and respected so they feel they’ve received a fair deal. You look good when you make your customer look good—and you’ll be more likely to maintain goodwill throughout the project. ”

Missed the earlier articles in this series? Catch up by reading Parts 1, 2, 3, 4, and 5.