Rainmaking Conversations: Influence, Persuade, and Sell in Any Situation

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Why did I choose this resource?

I chose this resource to learn how to have a successful sales conversation. This will help me improve all interactions I have with clients, even if I am not ‘selling’ to them at that time.

What did you learn from it?

I learned how to create a trusting relationship with a client from the first meeting as well as how to uncover the client’s problems or needs. I also learned how important a value proposition is and how to turn around a sale that could potentially go in a negative direction. Lastly, I learned how using the Five Whys will help uncover the root of a problem so it can be fixed permanently.

Key Knowledge

  • RAIN – acronym for Rapport, Aspirations and Afflictions, Impact, and New Reality.
  • Core concepts required to have a rainmaking conversations
  • “A” and “I” also stand for Advocacy and Inquiry
  • “IN” is a reminder to maximize Influence
  • 10 Rainmaker Principles
    1. Play to win-win.
    2. Live by goals.
      • Know where you are headed and stick to a goal routine.
        • Every morning review your goals.
        • One day a week, review the week and assign goals and actions for the following week.
        • Once a month consult a small group of peers you trust to help you assess the current situation and see how it can be improved and what will be accomplished for the following month.
        • Every quarter, evaluate where you are in completing the goal for the year.
        • Nearing the end of the year, set your goals for next year.
      • It is very important to make sure the short-term goals support your ultimate goal.
    3. Take action.
    4. Think buying first, selling second.
    5. Be a fluent expert.
    6. Create new conversations every day.
    7. Lead masterful rainmaking conversations.
    8. Set the agenda; be a change agent.
    9. Be brave.
    10. Access yourself, get feedback and improve continuously.
  • The most important conversation you will ever have is with yourself.  First question, “What should I improve?” This question should then be followed by 6 crucial questions to help you begin your journey to becoming a rainmaker.
    1. How strong is my desire to achieve in sales?
    2. How committed am I to doing what I need to succeed?
    3. How energetically will I pursue success?
    4. How’s my attitude?
    5. Do I accept responsibility for my outcomes or do I make excuses?
    6. Am I willing to face my sales demons?
  • A value proposition is just as important as a value proposition positioning statement.
    • A statement has to have supporting facts.
    • Three main components to creating a value proposition: Resonate, Differentiate and Substantiate.
      • Potential buyers need what you are selling, need to see what sets you apart from other companies, and they need to believe and trust you to do what you say you will.
  • Rapport  – Connect emotionally
    • Be yourself; warm, friendly, show interest, and give genuine compliments. Don’t appear needy and understand the culture of the business or person you are trying to sell to.
  • Impact – Rational vs. Emotional
    • Once you have uncovered the buyer’s aspirations and afflictions you now answer the question, “So what?” You need to create a picture for them. Show what it would be like if you did not fix the problem and then show how much better it would be if you did.
  • New Reality
    • Combine the aspirations and afflictions of clients and the impact of changing these and you have now created a new world for them. Help the client see perfectly clear how you will help create this new world for them.
  • Advocacy and Inquiry
    • Give advice and set an agenda.
    • Ask great questions.
    • Spend more time listening than talking.
  • The Five Whys
    • A problem solving technique to get to the root of the problem.
    • Keep asking why until the answer is silence; you should now have found the root cause of the problem.

How are you using what you learned?

I am using what I learned to hold better conversations. This information helps to set up a structure for a conversation and how to alter it when necessary. I am also using the five whys to find the root to every problem I have.

Key Changes / Key Actions

  • Make new connections each week.
  • Find the root of each and every problem; fix it!


  • Name : Rainmaking Conversations
  • Author : by Mike Schultz and John E. Doerr
  • Summary.com: Link to Book

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