Sales 101 – Stop Talking – Start Listening

image“Listening is better than talking” says Tim Connor in “Soft Sell: The New Art of Selling, Self-Empowerment, and Persuasion”. Connor believes that listening is an important skill in the selling process.

When you are talking with a prospective client about their problem, your services and/or how you might be of assistance to him or her, you are selling.  But don’t shudder at the idea of “selling”.  It’s a natural part of getting new clients.

If you are one who tends to talk a lot when nervous, or even if it’s just a habit you enjoy, when in a selling situation, you’ll want to slow down your own talking and encourage the potential client to talk more.  The more they talk, the more you learn about their needs as well as what might lead them to “buy” (or engage) your services.

Adapted from Connor’s book, here are five places that talking too much instead of listening can jeopardize the sale:

  1. When you are determining whether or not you’re meeting with an actual potential client or just someone who has a mild interest in the topic
  2. When you are identifying the buying motive (why they are interested)
  3. When you are identifying the benefits your potential client wants (you want to know if the benefits they seek are the ones you offer.  In other words, will you be able to deliver what they actually want.)
  4. When you do a trial close (make the trial close statement and then stop talking.  Give them a chance to respond.)
  5. When you confirm the close (once you confirm they are buying, stop selling!)

If you talk too much, you may miss the clues that tell you what you need to say to make the sale.

If you REALLY talk too much, you may talk yourself out of a sale that’s already been made.

The message?  Zip you lip and let your potential client talk. 

With your skillful commentary and questioning, they will tell you everything you need to know to make the sale.