This could easily be the first lesson in the Sales Getters Sales
Training Course. If you
aren’t a good listener, you’ll never reach your full potential in
sales. There is
nothing as self-defeating as not listening to what your prospect is
saying to you.
There are several keys to good listening:
person who is speaking in the eyes.
Don’t glare, but consciously make eye contact.
This will signal to the other person that you are paying
attention; even if you are not.
other person is talking don’t be thinking about what you are going
to say next. Not only is
this a bad habit, you’ll miss what they are saying.
Occasionally, repeat back all or part of what they said or asked
you. Keep it
conversational and don’t be a parrot.
If your prospect says, “Louie, I am going to have a tough
time getting this past the Operations Committee.”
It’s okay to reply with the question; “Max, Operations can be
tough. How do others get
things through them?”
Max then knows you heard him.
tone and inflection.
It’s true that it’s not always what you say, but how you say
it. Your prospect may be
telling one thing and meaning another.
You have to listen carefully to detect this nuance.
After developing good listening skills you can sometimes tell what a
person really means.
I had prospect tell me, after we had sent a proposal and
agreed on the date to review it, that he had not had time to look at
it. I could tell from
the tone of his voice he had no intention of looking at the
proposal yet. When I
pressed him with, “Larry, you’re really not interested enough yet to
start going through our proposal, are you?”
Larry replied, “No.”
of your calls this week, write down the salient points you think you
heard from your prospect.
Double-check to see if what they actually said is consistent
with their actions. They
may be saying one thing while meaning another.
practicing the listening skills listed above.
– During your sales meetings practice a “total recall” at the end of
the meeting to see how your sales reps listening skills can improve.