Most sales conversations start from a place of confrontation. Even if you're friendly, the dynamic is set: you want something, and they know it. It puts their guard up immediately.
But what if you could change that dynamic entirely? What if, instead of being a salesperson, you became an interviewer, and your prospect was the star guest on your podcast?
Think about the best interviewers. They don't win with witty comebacks or aggressive persuasion. They win by making their guests feel seen, heard, and admired. And that doesn't happen by chance.
The secret to nailing communication with a prospect is to do the right research. Your confidence and preparedness depend entirely on the information you have before the conversation even starts.
Become Their Biographer
This isn't about a quick 5-minute LinkedIn skim. This is a deep dive. Before you ever send a cold message or hop on a call, you need to know more about them than just their job title.
Go deep on social media. All of it. Scroll back a few years. Look for personal stories, milestones, rants, and celebrations.
Google their interviews. Find podcasts, articles, or panels they've been on. Pay attention to how they answer and what topics make them light up.
Check public appearances. Have they given keynotes, run workshops, or won awards? Find them.
Talk to common connections. Ask about how they prefer to communicate and what they enjoy talking about.
Crucially, none of this has to be directly related to what you're selling. The goal isn't to put them on the spot. The goal is to show you've put genuine effort into the relationship and that you care about what they care about.
How to Use What You've Found
Okay, you've done the deep dive. Now what? You don't just dump all your research on them. You use it to build bridges and guide the conversation naturally.
→ For cold outreach: Your opening line should prove they aren't just another name on a list. Mention something specific you found.
Example: I once connected with a marketing manager by praising a quirky "mascot" their company launched. It was an impressive idea, and it opened a real conversation, not a sales pitch.
→ For small talk: Go beyond "how's the weather?" Bring up a passion you know they have.
Example: I once noticed a prospect's photos showed they lived in a hut, which led to a fascinating chat about the pros and cons of living on a remote island versus a bustling city.
→ To deepen the conversation: When they mention a topic, connect it to something you know they've discussed before.
Example: A prospect was talking about poor website traffic quality. I referenced an affiliate conference I knew he attended and asked about the challenges of finding good traffic sources there. It showed I was listening on a deeper level.
→ To close the deal: This is where it all comes together. Find the alignment between their past statements, beliefs, or experiences and the solution you provide.
Example: Continuing the example above, I said, "I see this traffic quality problem a lot in your industry. It's often easier to convert the 'bad' traffic you already have than to find better sources. That's where I see a perfect opportunity for us to work together."
You're showing them why this conversation is a great idea for them, based on their own words and experiences.
Be creative. The connections won't always be obvious. But in sales, persistence and genuine effort pay back multiple times over.
You're not just selling a product; you're selling a deep understanding of their world.
Schedule a Sales Communication Audit to find problems that lose you clients during your meetings, in your content, and offer.
And have a great week!