Small Talk

Contents

• What is Small Talk?
• Why use Small Talk in sales?
• When to use and when not to use Small Talk
• Key principles of effective Small Talk
• Successful and unsuccessful topics for Small Talk

What is Small Talk?

Small Talk is a technique for conducting informal dialogue, popular in the sales field. It is used in both B2C and B2B contexts, allowing for a relaxed atmosphere for communication. In the first case, it is a conversation between a sales consultant and a customer, while in the second case, it is the interaction between a sales representative and a manager or a sales manager with an employee from another company.

Small Talk usually begins at the start of a meeting or serves as a concluding stage of the conversation. It helps create a light connection before discussing business matters or, conversely, wraps up the communication after closing a deal. For example, a sales manager might start with the phrase: "Crazy weather, don't you think?" and spend a few minutes talking about the weather before moving on to business topics.

Why use Small Talk in sales?

Small Talk serves several key functions:

1. Establishes contact. It allows you to "tune into" the rhythm and speaking style of your conversation partner, pick up on their mood, and help them gather their thoughts before the business part of the conversation.
2. Creates rapport. Small Talk shows the client that the seller is not just a pushy manager but also a pleasant conversationalist willing to engage in friendly talk.
3. Reduces pressure. Many clients dislike being immediately "attacked" with offers. Small Talk provides a comfortable transition to discussing business matters.
4. Identifies needs. In informal conversation, clients may share information that can be useful for the seller in offering relevant products.
5. Increases loyalty. When the seller shows interest in the client as a person, not just as a buyer, it creates a deeper emotional connection.

When to use and when not to use Small Talk

Despite its advantages, there are several situations when Small Talk may be inappropriate:

Situations when Small Talk is suitable:

• First contact with the client.
• If the client is interested but not ready to buy.
• When the client initiates the conversation.
• Selling to a long-time client.
• Waiting to finalize a deal.

Situations when Small Talk is not suitable:

• The client is in a hurry.
• Frequent meetings with the same client.
• The client is very unhappy.
• Lack of knowledge on the conversation topic.
• A straightforward client.

Key principles of effective Small Talk

To successfully conduct Small Talk, there are several principles:

1. Tuning into the conversation. Start with a simple question that helps gauge the client's mood.
2. Adapting to the client. Use details you notice about the client to start the conversation.
3. Active listening. Show genuine interest in the words and emotions of your conversation partner.
4. Naturalness. Communication should be relaxed; avoid rehearsed phrases.
5. Friendliness and moderation. Communicate openly and positively, avoiding excessive familiarity.

Successful and unsuccessful topics for Small Talk

The choice of topic plays an important role in the success of Small Talk. Successful topics should be neutral and not evoke negative reactions:

Successful topics:

• Weather
• Events
• Hobbies and interests
• Show business and popular culture
• Contextual to place or time

Unsuccessful topics:

• Politics
• Religion
• Gossip
• Nationality
• Money

It is important to remember that each situation is unique. If you know the client well, you can discuss more personal topics that strengthen your relationship.