Listen Your Way to Sales Success
There are many factors and variables that affect our sales on any given day. There is however, one key skill that will increase help you increase your sales immediately. Listen to your customer! That's it! That's all it takes to close more sales. Sounds simple doesn't it? Unfortunately, the majority of salespeople fail to do this. In the countless sales transactions I watch, I notice that most salespeople don't ask their customers enough questions. Sure, they generally uncover a few basic needs that the customer has. They know what they're looking for in a product with regard to features, specifications, color, and price. What they don't do is probe to uncover additional information about the customer. They don't ask them why they want that specific product, or why they're considering our store. They don't learn where the customer has been shopping or what they've seen. They don't ask what they like and/or dislike about the other stores they've been in to. They don't find out what their hot buttons are or what makes them tick or what will motivate them to buy. They fail to gather enough information! I believe that there are two primary reasons for this.
First, we don't believe that people will give us this information. The
fact is, people will tell you anything you want to know providing they
trust you and as long as you ask the right questions in the appropriate
manner. For example, if a customer tells you that they are buying a product
because they are going on a vacation, do you ask where they are going?
Do you show interest in their holiday or are you too concerned with closing
the sale? Are you more interested in your personal problems or watching
the clock to care? In many cases, we are so preoccupied with something
else that we miss vital
An amazing thing occurs if you demonstrate even a tiny bit of interest in your customer. They'll begin to open up! They'll provide you with information you may not have learned otherwise. They'll talk. They'll tell you everything you need to know in order to close the sale. People love to talk about themselves and they'll start to feel more comfortable with you as they talk. When people feel more comfortable they relax. We all know that a prospect who is relaxed will be more likely to buy than someone who is tense and uptight. The second reason for not gathering sufficient information
is that we feel it takes too much time. In my training sessions I frequently
hear that this time is better used overcoming objections. My response is
that if we gain more information and fully understand the customer's motives
and needs, we can often overcome objections
We've all heard the expression that information is power. Gain the extra leverage in the sales process by investing the time gaining extra information from your customer. Do it consistently and you'll develop stronger relationships with your customers, which, in turn, will help you close more sales. "What lies behind us and what
lies before us are tiny matters compared to what lies within us.
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