Sales Trap - We Love to Talk, But Need to Listen

My research has clearly shown that, when it comes to selling, the part we're most comfortable with is talking about what we do - explaining our services and how we can help the client.

So what do you think happens in most sales encounters? That's right? we tell 'em what we do.

Problem #1 - Clients don't really want to know what we do.
Not to start with anyway. Usually they first want to know that they can trust us and that we comprehend their situation. They also want to understand 'how' we can help them. This is different to knowing exactly 'what' we do. To achieve this we need to look at what they want to achieve, and what their concerns are.

Problem #2 - When we're talking we're not listening.
It's a fact. People can think many times faster than they talk. This means that when you're talking, your client can think about lots of other stuff (like their next appointment, or your unpolished shoes). So keep your client focused by getting them to do the talking.

Control the sales encounter with questions. By using a structured questioning sequence you can move from initial exploratory questions to high-impact outcome oriented questions. When done properly this creates a harmonious exchange between the seller and the client. It's not a matter of interrogating the client, or forcing them to make a quick decision.

As the salesperson (whether you be a consultant, partner, owner or manager) the overriding temptation is to start explaining what you do. Often this includes mentioning previous clients and interesting outcomes you have achieved. But does the client care? Not always. And not ever if what you are saying is not relevant to them.

The secret to selling like a professional is to listen closely to the client. Find out as much as possible that might be relevant to your service. Ask questions about their expectations. Then when you have that knowledge, discuss only the aspects of your service that have a direct bearing on your clients stated needs. Use this 'inside knowledge' during your presentation to highlight why you are the best choice as service provider.

And when you finish your presentation and need to gain a commitment from the client, ask another question, or suggest the next step. "Would you like to sign the agreement tomorrow?" or "Can we meet next week to finalise these last few issues?"

With a bit of practice you can replace your old sales monologues with a meaningful exchange of information that leaves your client wanting to work with you.

(c) 2004 Stuart Ayling

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au

---

Be Yourself

Here's the thing... you still have to make every marketing... Read More

Success Secrets Of A Famous Vacuum Salesperson

I have to admit, I have an 'addiction'.Sometimes this addiction... Read More

10 Boundless Ways To Anchor Down More Sales

1. Multiply your marketing and advertising efforts on the Internet.... Read More

Method to the Madness of Training Seminars

I arrive with about 350 other guys. We smile at... Read More

The Changing Role of the Sales Consultant

"Leadership rests not only on outstanding ability. It also rests... Read More

The Five Most Common Mistakes Salespeople Make

Over the decades that I've been involved in sales, I've... Read More

Increase Your Influence, Increase Your Sales

Selling is everyone's lifeblood whether they realize it or not.... Read More

Cross-selling for Increased Sales, Profits, and Customer Satisfaction

Cross-selling - the art of selling for non-salespeopleCross-selling is the... Read More

12 Sure-Fire Steps To Improve Your Retail Sales

The purpose of any business is to bring in customers,... Read More

Sales Trap - We Love to Talk, But Need to Listen

My research has clearly shown that, when it comes to... Read More

Grrr! Why Arent I Making SALES?!

Selling online can be very difficult, more difficult than in... Read More

The Makings of a Salesman

Salesmanship is the force that moves business. Without it all... Read More

Successful Sales People Know Which Differentiators Matter

Know where to focus. Not everyone evaluates product solutions with... Read More

Jump Start Your Sales In 10 Quick Steps

1. Combine a product and service together in a package... Read More

What You Can Learn From The Movie Business

Maybe everything you need to know you can learn from... Read More

Quit Talking and Listen! Give Clients and Prospects Your Undivided Attention

I have found that the best sales people are the... Read More

Sales Performance and Motivation: How to Get Your Edge Back

Performance and motivation are like chocolate & peanut butter; the... Read More

7 Steps to Selling Artwork

Selling arwork is easy when you follow a road map.... Read More

Have You Prepared for Success in Sales?

My wife and I watched the movie Ray a couple... Read More

Like It or Not... You?re in SALES!

Mention the word sales or salesman and two out of... Read More

More Customers! Less Work!

Wouldn't it be nice if there were an inexpensive method... Read More

A Revolutionary NEW Dimension in Sales

A Revolutionary 'NEW' Dimension In Sales: Make many more closings... Read More

The Truth About Sale Success!

Bill Brooks of The Brooks Group wrote an article several... Read More

More Sales with Less Selling

Have you ever passed by a bakery display case without... Read More

How to Sell to the Devils Advocate

There is a car commercial running were a husband is... Read More

The Art Of Persuasion: 7 Tips To Successfully Persuade Anyone

The saying "No man is an island" is an undeniable... Read More

Attitude Insurance

Everyone knows the importance of having a positive attitude, especially... Read More

How To Master the Art of Super Salesmanship

Mastering the "art of selling" is simply knowing how to... Read More

Make More Sales By Creating How To Use It Product Updates

Do you have any idea what your customers have experienced... Read More

How to Make Training and Development a Power Agent for Change

Does this sound familiar? With high expectations, you sent your... Read More

The Road to Pendingville is Paved with Good Intentions

If you've been in sales for any length of time,... Read More

Successful Selling in 21 Steps

1. Dependability was chosen as the most important.2. Integrity was... Read More

Do You Have to Be Aggressive to Make Sales?

A few weeks ago I was onsite at a company... Read More