Every once in a while, I meet a salesperson who proudly proclaims, “I’ve got the gift of gab.” In sales, that “gift” is more aptly described as “the curse of chatter”.
Successful sales professionals know that sales are really more about listening than they are about talking.
Those with the curse more often engage in product or feature-speak than they do in providing customer-focused solutions or opportunities.
Customers don’t care how much you know until they know how much you care….and caring is demonstrated by listening.
Listening is by far the most important and difficult skill a sales professional can learn and practice. The salespeople who annoy and alienate prospects the most are those who claim to be good listeners but follow every customer objection with a “yah, but….”
There is no room for the word “but” in a good listener’s vocabulary. To be a professional listener you need to:
Earn the right to ask questions by learning something about the prospect’s business before you make a call. Prepare with open-ended questions that encourage the prospect to express their views and feelings.
Demonstrate you are listening by taking notes. (Always ask permission to take notes, “Your input is important to me; do you mind if I take a few notes?”)
Paraphrase and summarize what you hear. Don’t start a debate.
Use the language and needs you hear the customer express when you make your presentation.
Make certain that every benefit you present relates to a need you heard the prospect express.
There’s a lot more money to be made being interested than there is in being interesting. So why not, shut your trap, bite your lip, zip the lips, and make some money!
I like quotes and use them often to make a point, whether to one person or a group.
Recently, as I was preparing for a presentation, I decided to use one of my favorite quotes by Brian Herbert…
“The Capacity to Learn is a Gift… The Ability to Learn is a Skill…
The Willingness to Learn is a Choice!”
To me, this quote simply states that we are all born with the ability to learn. Whether we choose to use that gift to learn and try new things is up to us. It’s subtle!
For this particular presentation, I wanted to be a little more direct and make the case that if you aren’t willing to learn and try new ideas, failure is inevitable. So, I chose this quote by Zig Ziglar to use along with the previous one:
“If you are NOT willing to learn, no one can help you!
If you ARE determined to learn, NO ONE can stop you!”
If you’re trying to make a point to someone or a group of people, try using quotes. Hang them around the office… or even hang one in your office to remind those that visit… or to remind yourself.
I hope that wasn’t too subtle!
We’ve created a clean, more presentable version of these two quotes together. If you would like a copy, click here and we will share them with you!
Last week’s ENS on Sales was titled, Warning Label and User Manuals. I may have been too subtle in what I was trying to get across, so let me be more direct.
If you aren’t having much success with selling recruitment advertising or with its effectiveness, give me a call. I know how to make it work for you and your clients. It’s a proven system that will help you sell mega loads of recruitment advertising.
Your investment is tiny, peanuts, crumbs, compared to the potential return for your stations. We will teach you how to present it, prepare it, and execute it!
If you want to make your clients happy, make your stations look like heroes, and create a ton of billing, contact us to arrange a conversation. Oh, and also let us know if you want us to send the quotes.
I hope I wasn’t too subtle this time!