Remember in the cartoon “Peanuts” where the adults would talk and all that would be heard is incoherent gibberish? Have you ever been in a sales call that was so boring you zoned out, or so elaborate you didn’t feel heard? Listening is actually a key part of sales, and if not done correctly, can tank a whole deal.
Sometimes, salesmen will come in with a pitch all lined up, scripted questions and a presentation all ready to go before they even get an appointment! Most people think that if they provide the client with all the information, that this will make them more likely to buy and less likely to have doubt, when in reality, this is false!
When provided with too much information, clients can easily lose focus, or become disengaged. On the flip side, the salesmen could unearth a new fear that the client did not previously have. This can cause them to either completely back out to do more research, or alienate them from making a decision. This wastes everyone’s time.
The key is to not answer unasked questions, and to make sure the client feels heard. A common strategy to address this is to answer a question with another question. For example;
“How expensive is your product?”
“That’s a great question, I will make sure I get to it. First, do you mind if I ask you a few more questions to help better answer that?”
“Go ahead,”
“Can you tell me a bit more about which product you are thinking about? And did you already have an idea about the size or quantity of your order or is that still something you are considering?”
At this point, the salesman is still in control, and the client has not been alienated by a price outside their budget. Asking questions like this can help a salesman avoid “landmines” or bigger problems that may lay behind the questions asked.
This strategy also tells the customer that they are being thought of specifically, and that the salesman is truly thinking about how best to serve them. All of this is accomplished by thoughtful listening on the salesman’s part. Some will use a 70/30 rule, meaning the client should be speaking 70 percent of the time and the salesman, only 30 percent. If you ever feel like a sales call is going poorly, asking a question is a great way to flip the script.
Thinking of the customer first is the best way to be an attentive listener. This tells them that they are valued and important. Helping both sides to not waste time. Allowing them to be able to close deals based on honesty and truth instead of elaborate information dumps.
BoweryJE22
I love the example you gave about how in “Peanuts” all you hear is gibberish when the adults are talking. It’s true that when people go on and on about things that maybe don’t apply to you or that you didn’t ask them, it can be hard to stay focused and listen. It can also make you feel like they don’t care about your opinions or what you might have to bring to the conversation. It’s an important idea for salespeople to remember, as it can be tempting to just share everything you have to offer without even asking or addressing what the client/customer is seeking in the specific situation.