The ability to listen is still the most sought-after trait that customers want from their sales people. Why is this so important, and yet so rare?
We all want to be heard– but it’s the sales person’s job to hear the customer, not the other way around. Customers don’t really care what we have to say until they know that we care about them, and the best way to show that care is to simply listen to them!
So, ironically, many sales people do the exact opposite of what they should be doing– talking too much about their products and services and not listening to what the customer thinks is important. You must ask good questions, and then really listen.
True listening is rare becuase most sales people are taught to sell features and benefits instead of finding out what the customer wants or needs help with. And, it’s easier to talk than to listen for understanding. Lastly, sales people are uncomfortable letting the customer speak, lest they “lose control” of the interaction.
So, take a minute or two during your pre-call plan and jot down a few good questions for your customer. What do you need to learn about their business or situation? Who are they using and why? What do they like or dislike about working with you or your competitors? The list is endless. Be sure to listen carefully to what they are saying and look for body language clues as well to determine the meaning behind their words.
You won’t regret it.
Have a great week!
Bill
