Do Business Well

There is a strange notion among folks who don’t make their living in the field of professional sales that good talkers make the best salesmen. Forget that idea. Replace it with this one: The best salespeople are those who are the best listeners.

First, as stated above, you should be interested in determining your prospect’s needs. This can’t be done if you’re doing all the talking. The more you can get the customer to talk about himself, his interests, and the nature of what he’d like to purchase, the more likely you are to gain the sale.

Your client will also sense that you care more about him and his needs since he sees that you’re listening intently to his requests, ideas, and objections. It’s easier to buy from an individual who “really cares.”

Furthermore, time is money. If you waste time with unnecessarily long presentations, you’ll have less time to sell this prospect on other items, and/or less time to sell to others. Remember too that your customer may be short of time. In a retail setting a customer who is shopping on a lunch hour may have to leave before you can finish the sale. Keep in mind: Customers almost never come back to hear the same sales pitch—between your business and their destination are hundreds of opportunities for them to spend their money on something else!

When selling business-to-business the owner or buyer has plenty to do besides listen to you dazzle him with your knowledge. You may find the interview cut short with a polite “I’ve got another appointment, but we can talk more about it on your next visit.” How many opportunities will that buyer have to purchase a similar product or service from a competitor between now and your next appointment (assuming you can get one)?

Another major problem with runaway mouth is the increased opportunity for error. There are no perfect products or perfect companies. For every item sold there is some kind of potential substitute. In every selling situation there is a potential deal-killing objection. Each word you utter over the minimum could be the very one that upsets the applecart.

Last, but by no means least, you will bore and may confuse your listener with too much information. Boredom is obvious, but confusion is more subtle and quite common.

Possibly related posts: (automatically generated)
Sales Principle #4-Less Talk Means More Sales

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