Talk Less, Sell More in Sales

Talk Less, Sell More in Sales

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.