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Conversations need endings, too

Conversations need endings, too

Liston Witherill
Liston Witherill
1 min read

It often feels like the hardest part of getting new clients is starting new conversations. In fact, I’ve written a bit about the necessity of starting new conversations with the right people so as not to waste your time or theirs.

But I’m writing you about something completely different today: endings.

In marketing, most everyone is obsessed with acquisition, the equivalent here of starting new conversations. A smaller subset is concerned with retention, or keeping clients longer after they’ve decided to buy.

But every conversation has an ending. How do yours end?

Typically conversations end like this: “let me know if you need more information, and I look forward to hearing back from you.” Sure, this is a legitimate way to end things, but it’s not the most productive way to end it.

So a question for you to chew on today, and let’s focus on just your discovery call for now. What needs to happen after a discovery call for someone to decide if they want to work with you?

The ending of your conversation should help them facilitate a better and faster decision. You could focus on the amount of time they’ll need to make a decision, or anyone else they need to talk to, or (and this is often true for higher ticket projects) a next step like a follow up meeting.

If you don’t take control of the ending of the meeting, you giving de facto control to your client to decide without any input from you. And if your sales process requires multiple meetings, you’ve ceded control of your process and lost the opportunity to prompt your client for a decision to meet again.

The reality is that your client’s excitement will almost certainly wane, so managing their excitement and connecting the end of one conversation to the beginning of the next is quite critical.

How are your sales conversations ending?