How to Sell »

As salespeople, have you ever noticed how much we talk? We LOVE to talk! Oh, if we just hear the sound of our own voice, we feel like we are doing our job well!  We talk about our product and how great it is, we talk about reliability of our company, we talk about how we can help with providing whatever it is we are selling. We build value! We overcome objections, and turn problems into solutions. We believe that if we can get our prospect to understand the value of what we are selling, there is no reason that the other person will not buy.

True? To a small degree. While people need information, I personally believe that receiving information is one of the smallest pieces of the puzzle.  I think that one of the biggest mistakes that salespeople make is over-talking. Every sales course you go on will give you a list of answers for common objections, things to say or do in case of scenarios (a) through (j). There are some gems among those voluminous lists of things to say and/or do.  But I must admit that for me the most important (and rarest) thing to do for every salesperson is this: shut up!

In this information age, we have so much information coming AT us. We are bombarded with everything from junk mail to email to voice mail. Total information overload.  And I believe that one of the most intrinsic needs of all humans is overlooked today: the need to be heard and acknowledged; to feel understood.   To close the electronic disconnect.  We have all experienced the difference and the shift in us when we have felt heard, appreciated, or been acknowledged for having done something that we spent time and energy doing. Think of the last time you were richly rewarded or publicly acknowledged for something you had done, and how good you felt… that’s exactly the feeling you want your prospect to have -  just before you close every sale!

Have you ever noticed that when someone is speaking, that instead of telling your story, if you nod, exclaim and add small relevant tidbits at the right moments (and nothing else to the conversation), they will walk away saying “what a great conversationalist that person is!”

The point here is that as a salesperson, our main job is to listen, not talk. When people feel heard, understood and acknowledged, the level of trust in you (and therefore whatever you are talking about or selling) is exponentially greater than if they “buy the pitch.”  People purchase relationship more than they purchase product. If we listen to our prospect and his needs, we are able to determine if we can fill his need, offer an additional service (up-sell), or if we are even a fit for him (her) and his business. In this example, I am talking about a direct sale, but there is a way to angle this type of strategy in print. But more about that at another time.

Imagine the difference in a sales meeting if instead of swinging the sales pitch, you walk in, exchange some pleasantries, thank the person for meeting you and ask what you can do to help them. You could even simply ask “so how’s business?”  Then sit back and listen – very, very closely. It is possible that you will get a push-back saying “this is your meeting”, but gently steer it to your prospect again. After all, there is a reason they have agreed to speak with you. So find out what it is. Get them talking, ask relevant questions to find out more – they will be amazed at what a good conversationalist you are! This will not work unless you are attentive and genuinely interested in what they say. If that is a problem, revert to those old words of wisdom “fake it ’til you make it.”

Consider whatever they say at this point a veritable goldmine of necessary information. Hang on to every word, politely probe and question. Inside of whatever they say, before you even begin to attempt to sell anything you will generally hear every fear, concern, objection, and long or short-term business plan(s).

When you hear objections and concerns before your sales pitch, you now know your prospects “hot” buttons. With this information, you can leverage your pitch and product to address your prospects plans, fears and needs.  Acknowledge your prospect for their foresight of bringing you (your service)  in to help resolve issues (a) through (d) that they mentioned earlier. Make their vision yours, and weave your product/service into the finish line picture they described earlier. If you listen closely enough, your prospect will give you a golden opportunity and every tool you need in order to close the sale. So be attentive, well-spoken and knowledgeable  when you do open your mouth, and do what you intended to do from the start – listen, ask for the sale, then close!

“A diplomat is a man who thinks twice before he says nothing.” Edward Heath