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RAIN Selling: How to Lead Masterful Sales Conversations

blog author
Written by John Doerr
Co-Founder, RAIN Group

It’s 4 PM on a Thursday. You’re about to meet the CEO of a large company you’d like to win as a client. The conversation starts as you walk into the office, approach the CEO, stretch out your hand, and say, “Nice to meet you, Jill. I’m Steve Webb.”

Fast forward 7 months later. It’s 3 PM on a Wednesday. You head into the office. Jill gets out from behind her desk and says, “Good to see you again, Steve. Here’s the signed contract for the initial $1.2 million. Let’s get started.”

Suffice it to say, a lot has to happen between “hello” and “let’s go.”

Yet two things are true. 1) This is how it happens. And, 2) how to lead sales conversations, influence your prospects to want to buy, buy from you, buy a robust solution, and pay full price for it confounds many people.

But it doesn’t have to.

At RAIN Group, our RAIN SellingSM methodology is the blueprint that helps sellers, entrepreneurs, and professionals around the globe lead masterful sales conversations, run effective sales processes, create and win sales opportunities, and overall unleash their sales potential and results. Download our ebook, RAIN Selling: Keys to Leading Masterful Sales Conversations, to learn more.

At the heart of the RAIN SellingSM methodology is the acronym RAIN. Along with lending itself as the name of the overall method, the word RAIN is your guide to leading masterful sales conversations.

RAIN stands for:

  • Rapport
  • Aspirations and Afflictions
  • Impact
  • New Reality 

And the “A” and the “I” perform double duty as reminder to balance Advocacy and Inquiry, and the “IN” will help you to remember to maximize your Influence.

RAIN Selling Conversation Framework

The RAIN Sales Conversation Framework

Last Updated August 21, 2023

Topics: Sales Conversations