Assume something has changed since Discovery, a competitor or current vendor has emerged, or your prospect has been conducting some online research. And, whatever it is may derail your presentation and conversion to a new client.

What's Changed

"Since we last met, I've been thinking about your situation and wanted to ensure I'm addressing any new developments or priorities that might have emerged. What's changed?" can help build rapport and encourage your prospect to share.

Active Listening is Key: Don't just wait for your prospect to respond. Actively listen to their cues, ask clarifying questions, and adapt your approach based on their feedback. This demonstrates your flexibility and willingness to tailor your solution to their evolving needs.

Acknowledge the Unknown: It's okay to admit you might not have all the information. Phrases like "I understand things might have shifted, and I'd appreciate any updates that could help me refine my recommendations" can open a dialogue without appearing unprepared.

Focus on Value, not Scripts: Remember, your presentation isn't just about features and benefits; it's about demonstrating how you can solve your prospect's specific challenges. Be prepared to adjust your presentation based on their updated information to showcase the unique value you bring.

Embrace Continuous Discovery: The "What's Changed" conversation isn't a one-time event. Consider it a natural extension of the discovery process. Continue to gather information and adapt throughout your sales journey to ensure your efforts remain relevant and aligned with your prospect's evolving needs.

By adopting this approach, you can move beyond the rigid script of a "perfect" scenario and navigate the dynamic reality of sales conversations with greater confidence and adaptability. Remember, the goal is to build a collaborative relationship and provide genuine value, not simply deliver a pre-prepared pitch.

Additional Tips:

• Be flexible with your presentation schedule. If significant changes have occurred, consider rescheduling or adjusting the format to better address the new information.

• Show appreciation for your prospect's time and willingness to share updates.

• Remain confident and positive, even if the changes necessitate a shift in your approach.

By following these principles, you can transform the "What's Changed" conversation from a potential obstacle into an opportunity to strengthen your relationship with your prospect and ultimately, secure the sale.