Sales Conversation
Pocket Guide
A Structured Approach to Customer-Centered Selling
Prototype developed by Eileen Wafford
Conversation Map
This guide follows the C.A.R.E. model
Welcome & Build Rapport
Create trust, explain the purpose, and invite the customer into the conversation.
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Opening Framework
- Greet by name
- State your role and purpose
- Set the agenda collaboratively
- Ask a warm-up question
Rapport Builders
| Technique | Example Phrase |
|---|---|
| Mirroring | "So you're looking for…" |
| Validation | "That makes total sense." |
| Pacing | "Let's take this at your pace." |
| Name use | "Great point, [Name]." |
First impressions set the tone. Be curious, not salesy.
Discover Needs
Use SPIN questions to understand the current situation, friction, impact, and desired outcome.
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Situation
What's their current state?
- Current setup
- Timeline
- Decision-makers
Problem
What's causing friction?
- Pain points
- Missed opportunities
- Frustrations
Implication
What happens if nothing changes?
- Cost of inaction
- Business impact
- Risk exposure
Need-Payoff
What would success look like?
- Ideal outcome
- Key wins
- ROI expectations
Identify Priorities
Clarify what matters most before discussing a solution.
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Priority Matrix
Low Urgency
High Urgency
Low Urgency
High Urgency
Ask: "If you could solve ONE thing today, what would it be?"
Recommend Best Fit
Connect one clear need to the best-fit feature and its practical benefit.
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Recommendation Formula
| Customer Need | Recommended Solution | Key Feature | Expected Outcome |
|---|---|---|---|
| Reduce admin time | Automation Suite | Auto-scheduling | 30% time savings |
| Improve team visibility | Dashboard Pro | Real-time reporting | Fewer status meetings |
| Scale onboarding | Learning Hub | Self-paced modules | Faster ramp time |
| Cut support costs | AI Assistant | 24/7 self-service | 40% ticket reduction |
Always lead with the need, not the product.
Address Questions
Listen, acknowledge, explore, and respond without rushing the conversation.
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The LAER Method
Listen
Don't interrupt — give them space
Acknowledge
"I understand where you're coming from…"
Explore
"Can you tell me more about that?"
Respond
Solution-focused and specific
Common Objection Responses
"It's too expensive."
"Let's look at the ROI together…"
"We're not ready yet."
"What would make you feel ready?"
"We use a competitor."
"What do you like most about them?"
"I need to think about it."
"Of course — what questions remain?"
Check for Understanding
Confirm comprehension, alignment, and readiness before moving ahead.
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Comprehension Check
Does the customer understand the solution?
- "Does that make sense?"
- "What questions do you have?"
Alignment Check
Are we solving the right problem?
- "Does this match what you had in mind?"
- "What's most important to you here?"
Commitment Check
Are they ready to move forward?
- "How does this feel as a next step?"
- "What would you need to feel confident?"
Next Steps
End with clear ownership: who will do what, and by when.
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Always end with:
WHO does WHAT by WHEN.
Quick Reminders
Talk 30%, Listen 70%
Always re-state the need before recommending
Follow the customer's energy, not the script
Take visible notes — it signals respect
Name the benefit before the feature
Never rush the close — trust the process
Memory Anchor
The C.A.R.E. Framework
Your Memory Anchor
CONNECT
- Build rapport
- Set agenda
- Warm-up question
ASSESS
- Discover needs (SPIN)
- Identify priorities
- Understand context
RECOMMEND
- Match solution to need
- Use the formula
- Show proof
ENGAGE
- Address objections (LAER)
- Check understanding
- Confirm next steps
When in doubt — return to CARE.
Sales Conversation
“It's no longer about interrupting, pitching, and closing. It is about listening, diagnosing, and prescribing.”Mark Roberge