Are
You Listening?
Think back to the days you were in grade school. The teacher called on you to answer a question, and you were expected to be ready with an answer. As children, we were trained by our parents and teachers to always have an answer. It was not good, we were told, not to know the answer. Today, most sales courses teach a similar strategy encouraging us to speak about the benefits of our products or services. Consequently, 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 salespeople are so busy talking in order to get what they want, and most prospects are so busy talking about what they want, that there's no one left to listen.
How much time should we spend listening, then, as opposed to speaking? Here is a simple rule: Humans have two ears, but only one mouth; we should be listening twice as much as we are speaking. Yet most of us have been trained to do the opposite --be good talkers and poor listeners.
Here's the big secret: If you want to become the world's best salesperson, become the world's best listener.
Since many people have trouble making up their minds, sales, when properly done, help customers make decisions that are in their best interest.
This also means that if your product or service doesn't fit a customer's needs, you should tell them, then move your focus onto the next person you think might be a good fit.
What should salespeople be listening for? Other people's problems. Their problems are the key to your sales. Stop talking long enough to listen to your prospect's complaints. And then listen some more.
At some point, of course, you'll need to speak. When you do begin talking about the benefits of your product or service. ask questions rather than state benefits. People are far more inclined to listen if you're asking them interactive questions rather than making declarative statements. You can convey all the benefits of your product or service while you are asking for information.
Instead of stating, "My product will enhance your time management concerns," ask your prospect this: "If I could show you how my product will save you time each day, would you be willing to give it a try?"
If you listen. your clients are far more likely to buy. Give it a try. You'll be surprised at what you hear.
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