A Great Sales Technique: Be Aware of Sales Myth #5

A myth can best be described as somebody or something whose existence is or was widely believed in, but is in reality fictitious. Based on this description I have created a series of articles entitled: Sales Myths. Here is one of them.

Sales Myth: People with the greatest "gift of gab" make the greatest salespeople.

Belief: Our ability to talk clearly and present powerfully is the most important factor in getting people to buy.

Problem: You're a good, or maybe a great presenter. Qualified prospects seem to be impressed with your presentation, but are not moved to buy.

Solution: Stop telling your prospects the reasons they should buy your product.

People do things, buy things and believe in things for their reasons, not yours.

When you're telling, you're not really selling at all.

Give up the need to tell, give up the NEED to sell (notice, I didn't say give up the commitment to sell) and give up the need to convince and influence.

When you give up the need to tell, sell and talk you can focus on uncovering the issues, needs, problems and desired outcomes of the prospect.

The results of a communications study conducted at UCLA in 1967 showed that words as a communications device may be the least effective of all influencing tools.

The statistical breakdown of the study indicated that words make up only seven percent of an effective communication. Tone, posture, gestures and other aspects of our physiology make up the ninety-three percent that adds the emphasis needed to convince and influence.

In other words, how you say something may be more important than what you say.

Whether you agree with the premise of the study or not, one thing is perfectly clear from the results: Listening is not on the list of effective communication tools, and I think it should be.

I believe that listening is the most important communications tool of all.

By no means is this meant to suggest that you should give up talking or presenting entirely.

However, the idea that you can enter a sales situation with a canned presentation and a high "glibness" quotient and expect to come out with a signed contract is outdated and needs to be modified.

Most of us have been trained that to be a good sales person you have to be ready to give your prospect a lot of information that you think they need to know from your point of view or your company's point of view.

I believe that you must only give your prospect information that they think they need to know - from their point of view.

How do you accomplish this? How do you discover what your prospect really wants to know?

The answer to those questions is contained in one of the main ingredients in my formula for selling success: Ask powerful Open-Ended Questions.

You will enhance your selling effectiveness and close more sales by simply asking powerful open-ended questions and listening carefully to the response.

Once you get that information from your prospect you can customize your reply. You'll be ready to deliver information that focuses clearly on the prospect's specific needs instead of your "best guess" perception of those needs.

This calls for a dramatic shift from "Days Gone By".

This is an entirely different day.

To be a truly successful salesperson you need to communicate through the information filter provided by your prospect. The best way to identify this filter is to ask open-ended questions and then listen carefully to the answers.

Today's advice: Focus less on "smooth" talking and more on "hard" listening.

© 2005 Ian Krieger

Ike Krieger is the founder of BusinessSuccessBuilder.com. He is a nationally known business language expert, mentor, speaker, radio and TV talk show host, educator and author. He is a former communications instructor at Ohio State University.

He has served as business makeover specialist for the LA Times and writes for the San Fernando Valley Business Journal. He is the current Chairman of the Board of the North San Fernando Valley Regional Chamber of Commerce. Ike's business success builder programs have helped thousands of entrepreneurs, executives, salespeople, consultants and professionals get an even bettershot at networking, selling and business success.

Ike can be reached at 800-700-4334 or by e-mail at ike@businesssuccessbuilder.com.

BusinessSucce ssBuilder.com. Build it Big, Build it Bigger!

http://www.businesssuccessbuilder.com

818-997 -7575 - 800-700-4334

In The News:

pen paper and inkwell


cat break through


More Sales - You Must Keep Asking

I bought a second pair of reading glasses from my... Read More

Increase Sales By Flying Under Your Prospects Radar Defenses

How do you persuade someone to do what you want... Read More

7 Safety Tips Every Realtor and Door-to-Door Sales Professional Need to Practice

These are the top 7 safety tips that criminals don't... Read More

The Road to Achieving Training Success: What Holds the Key?

As a trainer, you will be able to see a... Read More

Equal Chance of Winning The Sale? Bah!

Are you going to win this deal? With just less... Read More

Prospecting: Not A Wild Goose Chase... Its A HUNT

Prospecting for future customers can be fun if you approach... Read More

Four Ways To Increase Your Sales Fast... In 2-4 Weeks?

You built a very good web site...You have a great... Read More

Sales Predator Or Professional Sales Rep

From a customer's perception, it's easy for a salesperson to... Read More

Turning Sales Techniques Into Sales Success!

The goal of all sales training is not just to... Read More

Business Appointment Success or Failure

One of the quickest ways to loose a sale is... Read More

Leverage Avoidance Values for Irresistible Selling

What are values? Values are filters that everyone uses to... Read More

How To Write Sales Letters That Deliver

Tired of sending out sales letters that generate anemic response?... Read More

Its All in the Questions

Contrary to many of the books on how to be... Read More

8 Must Questions to Ask in Every Sales Situation

Solving people's and organization's problems is ultimately what business is... Read More

Boost Buyer Confidence By Assuming The Sale

I saw something in town the other day that just... Read More

The Key to Driving Sales is Understanding What Not How

What does it take to make a sale lately?In Sales,... Read More

10 High Powered Ways To Magnify Your Sales

1. Give your prospects a f~ree trial of your software... Read More

Sneaky Sales Tactics

The reason why you have a job in sales is... Read More

Method to the Madness of Training Seminars

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

Success Secrets Of A Famous Vacuum Salesperson

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

Failed Salespeople Share Similar Traits

We are each responsible for our own success - or... Read More

In Sales You Get What You Expect

If your mind is set, you will be unable to... Read More

22 Closes For Real Estate Agents To Make The Sale

All closes are not created equal. Top producers realize every... Read More

How To Become A Sales Superstar And Have Fun Winning More Business - Start Here!

One of the interesting things about being a coach and... Read More

Six Simple Steps to Increase Sales and Decrease Stress

Have you ever found a lead on a scrap of... Read More

The Most Underused and Powerful Method of Lead Generation

Are you worried about whom you'll sell today so you... Read More

7 Sales Techniques To Differentiate You From The Competition

You have a choice. You can stand out or blend... Read More

It Is Not The Price That Is Keeping You From Making The Sale

Most salespeople are under the false belief that the lower... Read More

The Top Five Traits of a Successful Salesperson

If you're looking for a successful salesperson to hire, a... Read More

Finding the Need is Only Part of the Sale

Many of us in sales are taught to believe that... Read More

Increasing Your Sales FASTER -- Dealing with Ill Think It Over.

Do you frequently hear that from a prospect?"I'll Think It... Read More

Ten Ways to Super Charge Your Sales

1. Add a no-fee interactive game to your web site.... Read More

When The Clock Strikes Twelve!

I just finished reading another sales copy ending with the... Read More