Generative Conversations Unlock The Relational Door To Sustainable Sales Revenue.

larry levine Aug 07, 2023
Generative Conversations Unlock The Relational Door To Sustainable Sales Revenue.
“Communication to a relationship is like oxygen is to life. Without it, it dies.”
Tony A. Gaskins Jr., life coach

Are you holding real conversations, leading to real connections?

Are you breathing life into your client relationships?

As we embark on our time together, please reflect upon these two questions, now think about your clients and future clients... What types of conversations are you having?

To quote Chalmers Brothers,

“Our results are absolutely connected to our conversations.”

Your sales results to date are directly tied to the types of conversations you're having right now.

With the trust and credibility factors being monumentally low in sales, I ask you to think about the depth of your conversations.

We live in a world of conversation. Therefore, how you communicate and engage with your clients will shape the outcomes, the relationships and your sales results.

Meaningful conversation requires practice, persistence and patience.

Why are real conversations, rare, challenging and almost non-existent inside the sales world?

A real conversation is between people who are present in the moment, clearly focused and carry themselves with intentionality.

Real conversations build real relationships which in turn drive real revenue.

Are you having sales conversations or connecting conversations? As connecting conversations generate more sales conversations.

Let's hone in on the word generate for a moment. defines generate as...

  1. to bring into existence; cause to be; produce
  2. to create by a vital or natural process

What types of conversations are you generating and bringing into existence with your clients and future clients?

In continuing to play off the word generate, I came across the term, Generative Conversations.

Generative conversations are conversations generating new value or meaning that ultimately lead to action.

They involve a direct, honest exchange of sharing, leading to the emergence of new knowledge or understanding that could not have been created individually.

Again, now think about your conversations... Are your clients emerging with new knowledge, ideas or insights into how to do better business?

Generative conversations are based on the principles of dialogue. The word “dialogue” derives from the root “meaning through words.”

This root suggests a flow of meaning between participants. Are you having meaningful conversations with your clients?

With generative conversations, ideas and thoughts are openly shared, expanded on, and brought to the forefront with greater meaning. The result is that each person (think of your clients) wins by walking away with a deeper understanding and shared solution.

There are 5 crucial elements to a generative conversation. I would like for you to pause for a moment and ask yourself, do these 5 elements exist in my client conversations?

  • Empathy
  • Non-avoidance, hit things head-on
  • Space to process, give them time to digest
  • Direct and fair communication
  • Trust

Could real generative conversations become the key to unlocking deeper client relationships and long term sustainable? I believe so.

Generative conversations require the following:

  • Leaving distractions behind, like your phone
  • Intentional listening, clarifying and summarizing
  • Curiosity
  • Allowing the conversation to naturally flow to the goal or outcome
Learning to have real, clear and generative conversations is an ongoing quest, but well worth effort.


"Conversation isn't about proving a point; true conversation is about going on a journey with the people you are speaking with."
Ricky Maye

Generative conversations are the springboard to deeper connections, fresh ideas, and a more complete understanding of your clients' business world.

When you have the courage to move beyond small talk and explore their goals, dreams, initiatives and aspirations, you grow from doing so.

Good conversation becomes the glue that keeps human beings connected. And why generative conversations create connection points which ultimately lead to long term sales sustainability.

A real conversation serves a purpose. It is the beginning of friendship, the opening or deepening of a relationship. It’s simply connection. It’s sharing stories, ideas, information and opinions.

Relationships begin with “hello”.

Learning the art of conversation allows you to foster meaningful connections, strong partnerships and client communities.

Conversations bridge connection and strengthen relationships.

Why do real conversations with your client's matter?

  • A real conversation is the lifeblood of relationships
  • A real conversation allows for you to articulate meaning
  • A real conversation inspires and influences
  • A real conversation is where we learn
  • A real conversation is the source for discovering new things

Sales professionals engage and connect because they truly care and are committed to building relationships through the art of conversation. Here at Selling from the Heart we simply call this, "Giving a Rip!"

I believe when salespeople are engaged in meaningful connected conversation, they are more likely to speak the truth openly. And isn't this what you want?

Theodore Zeldin is an Oxford scholar, and he went on to say,

"Real conversations catch fire. The kind of conversation I like is one in which you are prepared to emerge a slightly different person.”

Are your conversations catching fire with your clients?

What are your clients learning from you because of your conversations?

How do your clients feel after having conversations with you?

You see, a learning generative conversation leads to connection. It's a conversation in which everyone strives to make sense of an issue, actively works to understand the meaning the other person is trying to convey, and where they are each prepared to change their views, if need be.

These are the types of conversations that will rapidly move the sales needle.

Let's think together for a moment... What would happen if you allowed your client conversations to flow as opposed to steering it with sales centric, disconnecting conversations?

I encourage you to set expectations for yourself and practice the following:

I will not interrupt. I will encourage. I will pay attention. I will listen, deeply and daringly. I will be present in all my conversations.
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"Let the conversation flow at its own pace. Don't try to rush it or control it. You need to let go and be part of the conversation."
Max Weiss

Conversations are the strongest sales tool you have to effectively build credible relationships, connections and collaboration.

When was the last time you had a conversation with a client, or a future client and you heard this...

Wow, this was one of the best conversations I’ve ever had!

Meaningful connection requires sales professionals to facilitate conversations by making someone feel comfortable.

Sales professionals understand a real conversation means they are delivering more than a message; it means they are inviting the other person into the conversation with them.

They are providing them the key in which they unlock the door to natural flowing conversation.

Healthy business conversations happen when your clients feel safe enough to discuss the “undiscussables”. This can only happen when you make them feel comfortable enough with you that in turn, they become comfortable sharing uncomfortable business issues or challenges. I refer to these as "business secrets".

You never know when one generative conversation will lead to exponential sales growth.

Conversations build relationships, and relationships drive businesses.

People do not care about your canned pitches, pattern interruptions and all about you messaging.

Stop pitching, puking and pushing conversational crapola and start opening a human connection and conversation.


Why do so many salespeople struggle to get anything meaningful out of their conversations?

Could it be fear?

When salespeople lack confidence, believability in themselves and their messaging, combined with low self-worth, they become afraid to speak about what's on their mind.

All of this takes a toll on salespeople leaving them afraid to have authentic business conversations for fear of the other person’s reaction or opinion, fear of being rejected, their ideas not being important, or they fear the other person’s position and how they might handle the information.

Meaningful authentic and generative conversations require practice.

How much revenue are you leaving on the business table because you might be struggling with authentic generative conversations?

When you are not authentic in your conversations your clients and future clients sense it, feel it and some may call you out on it.

Authenticity always brings more authenticity and will shift the course of conversations.

Authentic generative conversations...

  • Allow you to fully express your thoughts
  • Fosters clarification and collaboration
  • Allows for questions to be answered, commitment on next steps and a time on the calendar for the next meeting


Conversations are the most powerful tool you have at your disposal to foster relationships.

In a connected world, how do you have connected conversations?

Quite simple... You listen with intent. Listen with your heart. Listen to learn. This has a direct impact on your conversations.

I encourage you to rise-up and stand tall in how you connect with your clients to encourage healthy and meaningful conversations. This can only happen by truly giving a rip and inviting your clients into conversations, not pushing them away with all your interruptions.

I will leave you with this to think about...

It's so easy to connect but let's all think for a moment about connecting with meaningful authentic generative conversations to the mind of your client's, thinking together for business betterment, and then just imagine where all this exponential sales growth will take you?

Originally published on Larry Levine's LinkedIn.

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