Think back to when you were in grade school. When called upon, you were expected to be ready with an answer for the teacher. As children, we were trained by our parents and teachers to be answer oriented. Always have an answer. It was not good; we were told, to not know the answer.
Today, most sales courses teach the same by encouraging us to speak about benefits of our products or services.
So when two people meet in a sales or business interaction, both are focused primarily on themselves. Both are thinking about what they want to say to the other person. And both are focused on what they want out of the meeting.
So who’s listening? Nobody.
Most sales people are so busy talking to get what they want, and most prospects are so busy talking about what they want, there’s no one left to listen.
So how much should we be listening versus speaking? Ever notice that humans have two ears but only one mouth? That means we should be listening twice as much as we speak. Yet, most of us have been trained to be good talkers, but poor listeners.
So here’s the secret - if you want to become the world’s best sales person, become the world’s best listener.
Since a lot of people have trouble making up their minds about most anything, sales, properly done, is helping someone make the decision that you know is in their best interest to make.
This also means that if your product or service doesn’t fit, you tell them. Then move on to the next person for whom it will be a good fit.
So what should we be listening for? People’s problems. They are the keys to the sale. Stop talking long enough to listen to your prospects complaints. Then listen some more.
At some point, of course, you’ll want to speak. When you do, a good way to talk about the benefits of your product or service is by asking questions rather than stating the benefits.
People are far more inclined to listen if you’re asking them questions rather than making statements. And you can still convey all the benefits to them about your product or service. Just phrase them as questions.
Instead of saying, “my product will enhance your time management,” ask, “if I could show you how my product will allow you to have more time each day, would you be willing to give it a try?”
If you just listen, your clients are far more likely to buy. Give it a try. You’ll be surprised at what you hear.
Are You Listening - To learn more about this author, visit Riley Cardwell's Website.
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Riley Cardwell
(Visit Riley's Website)
Riley Cardwell works with individuals as
well as large and small businesses to help
them identify the keys to rapid success.
With almost 30 years' experience as a
professional broadcaster, motivator,
author, television host and business
success coach, Riley's passion is helping
people discover and use their hidden
talents to achieve their goals.
He can be reached at (619)515-4884.
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