Did you know that a vital key to sales success is listening?
The ability to listen well is absolutely indispensable for success in all human relationships. The ability to be a good listener in a sales conversation is the foundation of the new model of selling. It leads to easier sales, higher earnings and greater enjoyment from the sales profession.
The ability to listen well is absolutely indispensable for success in all human relationships. The ability to be a good listener in a sales conversation is the foundation of the new model of selling. It leads to easier sales, higher earnings and greater enjoyment from the sales profession.
Being A Good Talker is Not Enough
Many
salespeople have been brought up with the idea that, in order to be good
at your profession, you must be a glad-hander and a good talker. You
have even heard people say, "You have the 'gift of the gab'; you should
be in sales!"
Focus On the Other Person
Nothing could
be further from the truth. As many as 75% of all top salespeople are
defined as introverts on psychological tests. They are very easy going
and other-centered. They would much rather listen than talk. They are
very interested in the thoughts and feelings of other people and they
are quite comfortable sitting and listening to their prospects. They
would much rather listen than talk in a sales situation. Poor
salespeople dominate the talking, but top salespeople dominate the
listening.
Practice "White Magic" With Everyone
Listening has
even been called "white magic." It is too rarely engaged in by business
people. When a salesperson develops a reputation for being an excellent
listener, prospects and customers feel comfortable and secure in his or
her presence. They buy more readily, and more often.
Practice the 70/30 Rule
You've heard it said that God gave man two ears and one mouth, and he is supposed to use them in that proportion.
Top
salespeople practice the "70/30 rule." They talk and ask questions 30
percent or less of the time while they listen intently to their
customers 70 percent or more of the time. They use their ears and mouth
in the right ratio.
Action Exercises
Here are two things you can do immediately to put these ideas into action.
First, resolve
today that, from now on, you are going to dominate the listening in
every sales conversation. Become comfortable with silence.
Second,
practice the 70/30 rule in every sales conversation. Listen 70% of the
time and only talk and ask questions 30% of the time.