Rule 14 states that a prospect who is listening is no prospect at all. I think this is one of the hardest rules to follow because it is so easy to want to tell your prospect everything that you can do to help them. I know that I want to show people want I am going to sell them is valuable, and I often forget they have needs that I don’t know about.
I think Rule 14 is also a big piece of the kind of selling that is customer focused, and not seller focused. The shift in selling from the dreaded “used car salesman” to a salesman that cares about the customer is a large shift that makes Rule 14 so vital.
I think in balance with Rule 14 it is good to be sure you are explaining yourself well, and not only listening. You want to let the customer talk and explore pain, but you also then want to be able to have the tools to step in and show them how you can help them solve their pain. It has to be a good balance of both I think, just like any other conversation you have. You want to find out where you customer is, and then meet them there.
BoweryJE22
I like this rule for a variety of reasons and I agree that it is difficult to follow. Often times when I was selling for my previous business I would find myself rambling about how great our product was, only to leave the potential client with more questions than answers.
I agree with your thoughts about Rule #14. As it probably comes to no surprise, I have a hard time listening. This usually comes from the fear from silence. Especially in a sales scenario. I think as you said, it is vitally important to be able to articulate your thoughts clearly when it is time for you to speak.
It can be tough knowing when to listen and when it’s really your turn to pitch. Especially if you’re meeting with a gregarious person who loves to talk, you’ve got to be willing to listen, of course, but also make sure you don’t get left in the dust.