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