Whether as a sales professional, a child or an adult, we have all heard the expression that our Creator provided us with two ears and one mouth. And for many years we are taught, that when you nothing to say, than simply be quite. Ironically, as sales professionals we are taught to speak in order to demonstrate, tell product stories and gain commitment.
I can tell you in the land of sales, the worst thing that you can do is speak. The entire process if you are doing your job as a professional exceeding well is simply to listen. Your mission as a professional is twofold, 1) to identify your unique selling feature that from a competitive advantage is the key feature or benefit that sets you head and shoulders above anyone else, and 2) to understand the buyers WANTS and NEEDS so that match your value with their need. You simply cannot do this if you do not listen.
Let me turn the table on you for one moment. Picture this, you are sitting at your dinner table, your lovely wife or significant other is sitting beside you and you are enjoying a wonderful meal. The enjoyment of a good meal and the ability to unwind from a busy day is satisfying. Your only thoughts are to enjoy the dinner and vegetate in front of the television until it is time for bed. Suddenly this nagging ringing interrupts your thoughts. You pick up the telephone and say, “Hello.” For the next several moments you hear the sounds of a rattling voice stating all of the reasons for the call, the features of a particular product and your need to make a purchase. Sound familiar? Not one question. Not one thought about my needs or desires and no ability to have a dialogue. If you are familiar with this picture and despise the thought, how do you think your prospective clients feel?
When I am working with clients to assist them in listening we work on three distinctive areas:
Personality
Questions
Preparation
Personality
You should be aware that four very distinctive personality types exist, Ego Trippers, Amiable, Analytical and Direct/Diplomat.
I am a very amiable person and I love to establish rapport and relationships with people. I love to engage in conversation and I want to understand the person with whom I am selling. The very first time I walk into someone’s office I immediately look around and look for Achievement Awards, family photos, knick knacks and believe it or not how the papers on the desk are arranged in piles or haphazard. Once I have exchanged pleasantries and reviewed the room, I can tell the personality type of the person.
For example, I walk into a room and notice many certificates of achievement, pictures of the person shaking hands with a notable and perhaps a large nameplate and a gorgeous business card holder placed strategically in front of my chair. I know right then that I am speaking with an Ego Tripper. Only this person will have more equipment within his/her office to denote the, “I am over here, notice me” syndrome. Also, when you converse take note of how many times the word ‘I” is used by the prospect.
Contrasting this personality is the analytical person. Typically papers are arranged in piles. Many of the papers are spreadsheets and books surround the office. You will be fortunate to find a picture of the family, let alone a picture at all. And, rather than display a social manner, the Analytical person will listen to information taking copious notes that are statistical in nature.
The hint here is you will take to the Ego person by playing to the ego and enabling that person to speak only about them and what the product will mean to their personal and professional satisfaction. And with the Analytical person you must appeal to cost savings, the return on investment and bottom line statistical benefit of purchasing your product or service.
Questions
Listening is a work of art if done correctly. First, to listen you must ask a question. Further, your questions must be open ended in order to begin a conversation. Merely stating, “How do you like the service?’ will yield a “it’s good” reply. This is simply not enough information. You must think about what you will ask beforehand. Ask the prospect, about past purchase, competitors and most importantly issues affecting their business. If a public company, look at the Annual Report, or recent news headlines.
If you are a good reader of personality, ask questions that appeal to the personality type. Look for the hints that I mentioned above to spark a conversation.
And, when you ask these questions, remember to pause so that your words are clearly understood and so that you can get ready to absorb the answer. If you are confused by a reply, or simply do not understand another effective step is to paraphrase the reply so that you understand the issue in your words and so that perhaps you can get ready to ask another question.
Finally, in order to keep the prospect speaking, I ask a question with a question. For example, if a prospect requests, “How much is the cost?” My reply will be, “Is cost a factor for this purchase?” For me this serves a dual purpose, I can better understand reasons for a purchase and as you can understand begin to sniff around for objections, breaking them down before they impede the sale.
Preparation
I never walk into a sale unprepared and for 18 years I have with me a standard list of questions that I ask in every sales call. This list that I now call “Drew’s Dozen” is the foundation for my success. I know that when I receive replies to all the questions, I can close the sale. When you read the list of questions, you will notice that it is a formula that enables me to drill through the decision criteria so that I understand the decision process, the reasons for the sale, the budget amount and how close I am to the sale.
Make a copy of the following list:
2.Who are the players in the decision process?
3.Do you have to make a decision now?
4.How much time do you have to make this decision?
5.What are your options for allocating resources?
6.What feedback or answers do you need to make this decision?
7.What are your preferences or biases about making this decision?
8.How would your boss make this decision?
9.Are the resources to implement this decision in place at this time?
10.What objectives do you hope to meet?
11.Who will sign the check?
12.When will the check be signed?
A sale is a process that demands time and effort. However, if you work hard and acquire a set of foundational skills you will become very successful. You must remember that you are working for the customer not your employer. Your mission is to match the buyers WANTS and NEEDS with those features of your product. When you become the client and walk in their shoes you will be successful.
Success is different to each person. If your work smart and work hard you will reap the rewards that you desire from the greatest and oldest profession on earth.
About Drew Stevens PhD
Drew Stevens PhD is the Sales Stategist. Drew is a sales expert provides a winning game plan to become more productive with no capital investment. Drew is the author of seven books including Split Second Leadership, Split Second Selling and Split Second Customer Service. Drew is frequently called on the media for his expertise. Sign up for Drew's newsletter at info@gettingtothefinishline.com or order his new book Split Second Selling at www.gettingtothefinishline.com/products.asp
©2007. Drew Stevens PhD. All Rights Reserved.
Labels: account management, sales success, Sales Training
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