"I'm not doing well in my sales job," my friend Brian complained.
"What do you mean?" I asked.
"I know all about my products and I'm a good presenter, but I'm still not selling very much. It's very frustrating."
"Tell me who talks more when you meet with a potential customer, you or the customer?" I asked.
"I'm the one selling, so naturally I do most of the talking," Brian replied.
"I think I know the problem, Brian. You may know your product and you may be a good presenter, but selling is more than just telling. The best salespeople don't need the 'gift of gab,' they need to give the gift of listening. Typically, the one doing the buying should be the one doing most of the talking."
Brain looked stunned when I told him he should shut up more, ask better questions, and allow the customer to talk. I reminded him of the old expression, "We were given two ears and one mouth -- use them in that ratio."
No matter what you do, you're a salesperson. You're always selling something, whether it's a product, a service, your ideas, or yourself. If you're not getting the results you desire, take a serious look at how well you listen –
How well do you listen? Try My Listening Quiz!
Do you . . .
1. Forget someone's name soon after having heard it?
2. Interrupt people or finish their sentences?
3. Think about what to say while the other person is talking?
4. Judge a speaker's speaking skills instead of listening?
5. Daydream during meetings?
6. Give advice when the other person just wants you to listen?
7. Act like you're listening when you really are not?
If you didn’t do very well, you’ve got plenty of company. Listening is our most neglected communication skill. Here are a few other tips to help improve your listening skills and improve your sales (remember, we’re all in sales):
1. Don't waste listening time thinking of your response.
Rather than simply waiting for your turn to talk, concentrate on your customer's complete message. Hear them out. Takes notes to show interest and remember what's been said. When he or she is finished talking, take a moment to digest what you heard. You may want to tell your customer, "Let me think about that for a moment before I respond." Your customer will be impressed.
2. Constrain Your Ego.
Our egos are probably the single biggest deterrent to effective listening. They want us to standup and shout, "Hey, I'm here. Listen to me!" If you find yourself speaking more than your customer, ask yourself, "Is what I'm about to say an improvement on silence?" This simple yet powerful question can help you act as your own censor and more carefully select what you say. You'll probably stick your foot in your mouth less often since it will be closed more of the time.
3. Don't interrupt.
I'll bet you hate when someone interrupts you or finishes your sentences. How about you? If you tend to do this, try this simple technique: When the speaker pauses, count to three before you say something. This will help ensure that the speaker is really finished, and it gives you a moment to digest what's been said.
4. Avoid the "Bigger Fish Syndrome."
Conversations often turn into subtle games of "Can you top this?" I once spent a day with a top salesperson, and while we were meeting with one of his clients, the client asked him if he knew much about fishing. The salesperson said, "A little. How about you?" The client told us all about the sport of fishing and where to go to catch the big ones. When we left his office (with a new order), the salesperson told me that he is an avid fisherman! He told me, "If you want people to like you and buy what you're selling, don't steal their thunder. Do whatever you can to make them feel important."
Remember, effective communication is more than just waiting for your turn to talk.
