Sales don’t have to feel pushy or uncomfortable. What if selling felt more like a natural conversation—one where both you and your potential client felt at ease? Our guest Nikki Rausch is sharing her Selling Staircase framework today so that you can get more clients through relationship selling. And let me tell you: I have personally implemented some of the tips she shared in this episode. It’s a good one!
No forcing a sale, and no bro tactics needed. Instead, you guide a prospect through a conversation that builds trust, fosters connection, and naturally leads to a yes. Today we’re talking about how to pre-frame your discovery calls, ask the right questions, and recognize buying signals.
Why Copywriting Matters in Relationship Selling
The written words in your copy have a huge impact on the sales process. Whether you’re selling on a discovery call, a sales page, in emails, or on social media, the words you choose shape how your message lands.
Some words work well in copy, while others can push potential buyers away. The way you present your offer impacts how your audience perceives you. If your copy isn’t clear and compelling, you’ll struggle to convert leads into clients, no matter how great your offer is.
Pre-Framing Your Discovery Calls for Success
The first thing you must do on a sales call is create a sense of safety. If your prospect doesn’t know what to expect, they’ll be guarded. When they feel safe, they’ll be more open to your message and more likely to engage in a productive conversation.
So how do you pre-frame a call effectively? Nikki suggests following this simple structure:
- Welcome them – “It’s so great to have you here. I’m looking forward to our chat.”
- State the purpose of the call – “The purpose of this call is for me to learn more about your business and explore how I might be a resource for you.”
- Confirm the time commitment – “We’re scheduled for about 20-25 minutes. Does that still work for you?” (Pause and let them confirm.)
- Ask permission to lead the call – “In order to make this time meaningful and productive for you, is it okay if I start with a few questions?”
This process sets clear expectations and establishes that you’ll be guiding the conversation. It also helps ensure the call stays on track and doesn’t turn into a “pick your brain” session. It creates a balanced dynamic where both you and the client feel valued and heard.
The Two Types of Questions You Must Ask
Once the call is pre-framed, it’s time to ask the right questions. Nikki outlined two key types:
- Qualifying Questions – These help you determine whether you’re speaking with an ideal client. You might ask about their goals, budget, or decision-making process. You need to know if they’re a good fit before you invest too much time.
- Expertise-Positioning Questions – These help plant seeds about your expertise and reinforce your authority. Instead of listing credentials, ask questions that make them realize you’re the right person to help them.
For example, Nikki asks, “Do you know how to create curiosity when talking about your service?” Most people don’t, which naturally leads to a discussion where she can introduce how she teaches that skill.
What’s a question you can ask that highlights the value of what you do?
Recognizing and Responding to Buying Signals
Buying signals are verbal or nonverbal cues that indicate a prospect is interested in moving forward. Nikki emphasized that many business owners miss these signals or don’t know how to respond.
A common buying signal? When a prospect shares a negative past experience. If they say, “I worked with a copywriter before, but I didn’t see a return on investment,” they’re not just venting. They’re looking for reassurance that working with you will be different. Nikki suggests responding with something like:
“I’m so sorry that happened to you. My clients typically experience [specific positive result]. Is that something you’d be interested in learning more about?”
Another key buying signal is when someone asks about pricing. Many people fumble here by either giving an unclear answer or failing to invite the prospect to take the next step. Instead of saying, “It depends,” which creates confusion, offer a price range and follow up with an invitation:
“Our services range from $2,000 to $10,000. To give you an accurate quote, is it okay if I ask a few more questions?”
Or, if you have a fixed price:
“The investment for that package is $3,000. Is that something you’d like to move forward with?”
Should You Put Pricing on Your Website?
This is a hot debate in the business world, and Nikki is firm in her stance—yes, you should include pricing. At the very least, include a range. Here’s why:
- High-ticket buyers don’t have time to book a call just to find out pricing. They want a ballpark figure first.
- If a prospect can’t find pricing, they’ll move on to someone else who provides it.
- Putting pricing upfront prevents awkward conversations where a prospect realizes mid-call that your services are out of their budget.
Avoid phrases like “Prices start at” because they anchor the lowest price in the client’s mind, leading to disappointment when they hear the actual number. Instead, give a range so prospects can self-qualify before booking a call.
Making Sales Easier for Both You and Your Clients
At the core of relationship selling is the idea that sales should feel good for both parties. When you approach sales calls with confidence, set clear expectations, and guide prospects through a structured process, you make the experience easier for them. And when it’s easier for them, it’s easier for you.
If you’re tired of sales feeling awkward or draining, implementing the Selling Staircase framework can shift the way you sell. You’ll stop chasing clients and start attracting them. You’ll close more deals without feeling pushy. And most importantly, you’ll build lasting relationships that lead to repeat business and referrals.
Connect With Our Guest, Nikki Rausch, For More On Relationship Selling
Nikki Rausch has the unique ability to transform the misunderstood process of “selling”. With 25+ years of selling experience, entrepreneurs and small business owners now hire Nikki to show them how to sell successfully and authentically.
If you fumble through sales calls, wish you knew what to say to convert that lead into a buyer, or want to have the right language to use to ask for the sale…
Nikki shares it all in her e-book “Closing the Sale: Simple Tips to Increase Your Confidence”. And you can download it for FREE today as a thank you for being a part of my community. This ebook is a highly effective mini-manual featuring Nikki’s proven, step-by-step approach to sales. Go from overwhelmed and intimidated to confident that you are leading the conversation in the sales process.
* I also got to chat with Nikki on her podcast, The Sales Maven. My feature in her Mastering Excellence series is all about my copywriting process. Read or listen here!
