Meaning: The motto “One step ahead in every conversation” stands for a proactive, forward-looking sales mentality. For sales staff, it means always being prepared, staying one step ahead of the customer in your thinking, and actively shaping the course of the conversation instead of just reacting. This principle combines knowledge, planning, and anticipation - a guide to conducting successful sales conversations.

Application in everyday life:

• Plan ahead: Those who live by this motto never start a conversation unprepared (see Conversation Preparation). You already know the important facts and have set yourself goals. For example, in a cooperative bank branch: Before the customer appointment, the advisor has already looked at the account history and possible signs of need (e.g., expiring financial investments). They are one step ahead because they can address the issue specifically before the customer mentions it themselves.

• Anticipate needs: A sales professional thinks ahead – what concerns might the customer have next? When a real estate agent shows a house to a young family, he may already have information about kindergartens ready without the family having to ask. This shows that he is thinking ahead in the interests of his customers.

• Anticipate objections: This motto also means proactively addressing potential objections. Instead of waiting for “But your product is expensive,” say early in the conversation, “Sure, our price is above average – but you get X and Y, which is actually cheaper in the long run...” This defuses the price objection before it becomes an obstacle.

• Plan the next steps: After the conversation is before the conversation. If you want to stay one step ahead, always plan the next touchpoint with the customer. For example, when closing the deal, ask, “When should I contact you for the first performance review?” or when making an offer, say, “I'll call you next Tuesday to discuss your questions.” This way, you stay in control.

• Willingness to learn: This principle also includes continuous training. Market trends, new sales techniques, competing products – those who are informed can shine and surprise in customer conversations (“Did you know that a new subsidy has been in effect since this year? We have already taken this into account”). With up-to-date knowledge, you are ahead of the competition and can impress customers positively.

Psychology: Customers can sense when a salesperson is always thinking one step ahead. It conveys confidence and professionalism. You feel well taken care of because the salesperson not only answers questions but also takes a proactive lead. It is a subtle claim to leadership: the salesperson steers the conversation like a chess player who already takes their opponent's next move into account.

Caution: Being one step ahead does not mean overwhelming the customer. It is not about dominating the conversation or accusing the customer of thinking “wrongly.” Rather, it is a service concept: the customer should feel, “I'm glad you brought that up - I hadn't thought of that.” The motto thus reflects an attitude: always be prepared, always be forward-thinking, and always act in a customer-oriented manner.

Salespeople who internalize this principle are usually superior to their competitors - because they are much better at dealing with surprises, objections, and twists and turns in the conversation. In short, they are proactive rather than reactive. In a world where customers are demanding and well-informed, being “one step ahead” is the key to being perceived as a trustworthy advisor and ultimately closing more deals.