Mastering the Art of Opening Moves: Winning Chess and Sales Conversations from the Start
Success, whether in chess or sales, always begins with one essential move: a carefully crafted opening.
I learned to play chess in seventh grade, but it wasn’t until high school that I discovered a game-changing book called Bobby Fischer Teaches Chess. The book was unlike anything I’d encountered. It presented a chess puzzle for you to solve, and to check your answer, you had to turn the book upside down to see Fischer’s analysis. I spent that summer immersed in the game, and by the end of it, I was defeating my classmates left and right. However, there was a catch. The seniors—those with more experience—could beat any freshman, no matter how much we’d improved. The extra years of practice made all the difference. But I soon learned that winning isn’t just about experience; it’s about strategy, skill, and focus.
I still play chess today, and just last night, I checkmated my opponent using my queen and rooks—but it wasn’t that final move that won the game. It was the strategic opening I had set up.
Lately, I’ve revisited the game, learning new strategies and techniques I hadn’t seen before. When facing a skilled opponent, it’s not about catching them in a mistake—experienced players rarely make mistakes. To win, you need a solid strategy, which begins with a strong opening. Your opening move in chess determines the direction of the game. If you make a poor opening move, it’s difficult to recover. A well-planned opening gives you control, calm, and confidence, setting you up for the rest of the match.
The same principle applies to sales. No matter how long you’ve been in the field, every conversation begins with a critical opening. A weak opening leaves you struggling to steer the conversation, while a strong one sets the stage for success.
For years, salespeople believed that a solid opening meant giving an introduction to the company, its prestigious clients, and its products. This is the “Why Us?” approach, which many have relied on to build trust. Some salespeople focus on building rapport, easing into a friendly chat before attempting to pitch. Others wing it, hoping to win the client’s business through charm. But in the 21st century, a strategic opening is what truly matters.
Let me share four key elements of a successful opening that will elevate your sales game:
1. Executive Briefing Strategy for B2B Meetings
When you walk into a potential client’s office, don’t just talk about your products—talk about their challenges. Share insights on industry trends that are likely affecting their business outcomes. This will prompt the client to ask, “Why should we change?” By providing data-backed insights, you show that you’re not just a salesperson, but a knowledgeable advisor. Keep a list of sources to prove you’ve done your homework and are offering valuable expertise. Then, ask the client how these trends are impacting their business. This opens the door to a meaningful discussion.
2. Researching Your Sales Prospect Before the First Call
Before you make that first contact, do thorough research. Understand your prospect’s company, industry, and the key stakeholders involved. This preparation helps you position yourself as a true expert who understands their unique challenges. By showing you’ve done your research, you prove that you’re capable of guiding them to the best decision for their company.
3. Sales Confidence Tips: Prove You Belong in High-Stakes Meetings
Sales reps need to be One-Up—this means knowing more than the client about the decisions they’re facing. One-Down salespeople lack knowledge and confidence, leaving clients unsure of their credibility. When you walk into a meeting, don’t ask questions you should already know the answers to. Instead, share valuable insights right away. A confident, knowledgeable salesperson will quickly gain the client’s trust. People buy from those they trust more than from those they like.
4. Securing a Second Meeting: Effective Discovery and Openings
If you’ve nailed these opening elements, securing a second meeting should be a breeze. Once you’ve demonstrated that you’re not wasting their time, your client will be eager to continue the conversation. Use the second meeting like a chess master—take the time to set up the sales discussion so you become the trusted advisor who can guide the client through a critical decision.
Approach your sales conversations with the same strategic mindset you would apply in chess. The opening move is everything—get it right, and you’ll set yourself up for success.