Universidad Tecnológica de El Salvador
Rainmaking Conversations
Book

Rainmaking Conversations

Influence, Persuade, and Sell in Any Situation

Mike Schultz and John E. Doerr
Wiley, 2011
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Editorial Rating

7

Recommendation

Sales, particularly in business-to-business (B2B) settings, depend on a sales rep’s ability to generate a compelling conversation. Ace sales trainers Mike Schultz and John E. Doerr clearly and simply explain the methods and practices of sales conversations. Their knowledgeable guidance will help salespeople, sales managers and sales trainers – as well as professional buyers who want to understand the sales techniques that others try to use on them.

Summary

Make It “RAIN”

To be a great salesperson – a rainmaker – you must initiate and engage in compelling conversations with sales prospects. The more positive conversations you have, the more sales you will make. To become a rainmaker, adopt the “RAIN selling method.” Its components are:

“Rapport”

Building rapport does not mean being obsequious toward people you hope will buy from you. They will immediately see that as nothing more than a tactic. Do not engage in phony behavior. Connect emotionally in a personally meaningful way. People buy from individuals they like.

Be sincere and genuine. Demonstrate interest in the prospect and offer meaningful compliments. Don’t come across as needy. Be attentive to whether the sales situation calls for a business focus or a relaxed conversation. Note the prospective buyer’s corporate culture and act accordingly.

“Aspirations and Afflictions”

What do your prospects worry about? These concerns are the “afflictions” your product can address. Determine how your goods or services eliminate these problems and explain that clearly to your customer. Ask probing questions to find out exactly what is on your customer...

About the Authors

Sales trainers Mike Schultz and John E. Doerr are co-presidents of RAIN Group, a Boston sales consultancy.

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