I just got off the phone with a friend and our conversation got around to the topic of what skill many salespeople lack. For that matter many non-salespeople lack this skill as well. I'm talking about the simple ability to listen. My friend related a story from several years ago. He had recently bought a small business and had met with two business advisors from a local university. There was specific information he was seeking (he wanted to get the inside perspective on a particular industry from the advisors). Right away it became evident that the advisors didn't really listen to his questions. They immediately launched into a spiel about developing a business plan and how to go about applying for a small business loan. Good information, but not what he was looking for.
Too many salespeople make this same mistake. They meet with a prospect, act like they are listening, and then launch into a pitch for whatever they want to sell. So many people in business just don't get it. Listen to your customer and they will tell you what they need and want. Listen closely enough and they will give you everything you need to provide the solution.
As sales people we all instinctively want to talk and tell everyone about what we do, and what we have to offer. That's the problem, we are too concerned about ourselves rather than our customers. Listen instead of talking. It's the right way to help your customer.
Huh? What? - To learn more about this author, visit Don Zihlman's Website.
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