Talk Less, Sell More

Talk Less, Sell More

The art of zipping the lip

As a salesperson, have you ever been accused of listening too much?  Probably not!  Many salespeople talk their way out of sales every day.  They believe that if they talk about themselves, discuss their product or service and explain their features and benefits, that people will be compelled to buy.  Wrong!  They are repelled to buy.  Customers want your help, but they want your ears first.

This is not just a problem in sales; it is a serious problem professionally and personally. It is not limited to women – it is a serious problem for men, too.  So, men and women, listen up. If you continue to talk your way through the sale, you will lose every time.  Good listeners make a lot  more money than good talkers.

Nobody thinks they are a bad listener.  In fact, most people think they are great at it.  But in most cases, people tend to overrate themselves on their listening abilities.  Not listening is an occupational hazard for salespeople. Curbing the urge to talk is a sales behavior worth spending time on to master.

Some salespeople come across as “know-it-alls.” There is no question they cannot answer and no problem they ca not solve.  The difference between being a know-it-all and being a source of knowledge depends on how and when you share your knowledge.  It has been said that buyers do not care how much you know until they know how much you care.

There is a lot more to listening than just keeping your mouth closed.  Listening and asking questions establishes a positive relationship and builds trust. When you let customers speak and you really pay attention to what they are saying, they feel recognized and heard.

Traditional selling has taught salespeople to listen closely but only listen for “buying signals.” Then as soon as they hear one, they jump right in and start selling. This is the precise moment when they quit listening, go full throttle and start their sales pitch. Customers have no other choice but to listen nicely, but in the back of their minds they cannot wait to get rid of you or tell you they need to “think about it.”  You have just talked your way out of another sale!

A high price is paid for poor listening skills. To listen actively and thoroughly takes concentration, hard work, patience, and the ability to interpret your customers’ words and summarize them.  Listening is both a complex process and a learned skill and requires conscious effort.  Ineffective listening can damage relationships and undermine the trust that you have with your clients.

All anyone wants in a conversation is to be heard and acknowledged.  When you give someone the gift of your attention and listening, they will want to reciprocate.

You cannot multi-task speaking and listening.  If you are talking, you are not listening.  This rule also applies to the chatter inside your head.  If you are thinking intently about what you want to say, you are not listening to what is being said.  Listening costs you nothing but not listening costs you the sale. The choice is yours.

Are you just hearing or are you really listening?  There is a big difference. Hearing involves sounds, while listening requires concentration.  Hearing is involuntary, listening is a choice.  Hearing simply means you are gathering information, but it does not necessarily mean you are listening. When someone is listening, they are paying attention.  Great salespeople know the difference. When used effectively, listening is a strategic sales tool that top salespeople develop for maximum results.

Like any new selling approach or habit, this one will take a little time and practice before it becomes second nature. Try it out on your next sales appointment. You will find that you will be able to close more sales more quickly through listening than through talking. Remember, it’s not what you sell, it’s how you sell.