TOP SALES PROFESSIONALS ARE GOOD LISTENERS AND ARE FULLY INVOLVED WITH THEIR PROSPECTS
In today’s fast paced world that to a certain extent revolves around Doctor Google, many salespeople are now becoming aware that they no longer hold the cards anymore. Because with Google prospects can usually gather as much information about you product or service that they think the salesperson can provide. But as professional sellers we know that is usually not true, and the only we way we can prove that is to improve our listening skills. Why, because salespeople who don’t listen intently generally miss the opportunity to build rapport, uncover the buyers wants or needs, and most importantly to let the prospect know you understand their issues and concerns in their unique world.
In most cases I have found that salespeople believe that effective listening can be difficult. Why? Because too often, they are waiting for their turn to talk or thinking about what to say next, instead of fully listening to the prospect.
When this happens it’s harder for salespeople to demonstrate their expertise, or to establish credibility, or build trust. Unfortunately without credibility and trust, a salesperson will most likely never really gain their interest.
But more importantly, research shows that good listeners are involved in external reality – which is the affairs of others. Whereas poor listeners are involved in internal reality – which is their own agenda. And the only way to stay focussed on external reality is to go into the call with a pre-determined goal to listen to the prospect and absorb as much of what he or she says as possible. Invariably the poor listeners will turn the focus on themselves and that inevitably in most cases put a damper on communication and may terminate the conversation – or at the very least stall the selling process from moving forward effectively.
This is among the most important skills I teach in my Sales Training program and I refer to this process often, and on a regular basis as well
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