By Sarah Denholm - Dynamic Results Group

We all know how important it is to listen when we’re with a prospect or client. But how many of us still struggle to sit back and shut up while the client talks? This can be especially difficult when we’re enthusiastic about our product or service (and if we’re not, we’d better look for another job, fast!).

I use the ‘discovery’, not the ‘directional’ approach when I’m in front of a prospect. After all, how many of us actually want to be told what’s good for us and what we need? Think about the last time some well-meaning person gave you ‘advice’ – even if we know that what they’re saying is true, our ego can still balk at being told what’s good for us: our clients are no different.

So…..make every sales appointment like rolling up for the mystery tour! Listen carefully, and your prospect will become your tour guide. He will show you where he wants to go, and the major points of interest along the way. Remember that it’s not up to us to point out the destination we think they’d enjoy the most. For example, as a travel agent we may believe, with our extensive product knowledge and hours of training, that our particular prospect should be lying on a tropical beach, palm fronds gently waving, but if he’s set on a sightseeing tour, we need to know that and adjust. Here are some suggestions:

The prospect or client will tell us how to sell to them – if we stay quiet long enough to hear properly what they’re saying. The old 80/20 rule still applies: keep quiet and listen 80% of the time. You’ve still got 20% to ask great questions and talk about what you can offer.

The selling occurs, in the customer’s mind, as he’s talking and you’re listening. Actively listening to someone - rather than waiting until they’ve paused for breath so that that we can leap in with our ideas – is one of the greatest gifts we can give our client. Think about it: how often does he have the opportunity to talk about himself and his business (his favourite subjects in the whole world) to a receptive audience?

The prospect will tell you how to sell to him, if you listen hard enough. All those points of interest along the journey are his ‘hot buttons’. Use them.

When you truly listen, all performance anxiety will disappear. Your focus will be on the client, not your yourself and how you’re doing today. You’ll have a connection, and any sense of ‘begging’ or neediness on your part will vanish.

When the prospect seems to have finished speaking, WAIT for at least a few seconds silence. If they’re an introvert, they may still be processing internally and have more to say. You will get some real gems this way.

If you’re an experienced salesperson this can be even more important, because we make more assumptions about the client the longer we’re in business. Does the customer need educating? Sure, but he’ll only be open enough to hear your ideas when you’ve truly “heard” him.

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Sarah Denholm is principal of Dynamic Results Group, who run coaching programmes for sales managers and sales professionals. Sarah is a popular speaker on sales, sales management and the art of listening and resonating with the customer. Sarah also presents seminars and workshops and speaks at conferences.

For further information go to her site or email Sarah Denholm on the address below:

Web Site: www.dynamicresultsgroup.com.au
Email: sarah@dynamicresultsgroup.com.au