There used to be one single method for determining a good sales person. One single ability that would be seen as the key to success in sales. “Oh that person is a good sales person because they can……”
“Talk the talk”
People who were confident speaking, who had charisma and charm instantly found success in sales. They were able to convince anyone to buy anything using words to manipulate their prospects into buying.
Times have changed….significantly!
We now live in a time where our prospects and customers have more information than ever before. They now know your products, they know your competitors and their other options. Trying to talk them into buying just won’t work anymore.
Over the last few years I’ve been to hundreds of businesses and there are two big reasons why sales people need to stop talking. The first is something I hear on a regular basis:
“They talk the talk, but they don’t walk the walk”
Now whilst talking the talk may help you win the sale, unless you follow it with walking the walk, you will either eventually lose that sale or lose the future business that customer may bring.
Today your prospects and customers are flooded with choice. There are multiple sales people out there targeting your customers and unless you’re delivering on what you promise, you are at a high risk of losing them.
If you’re talking, you’re not listening…
The second reason I am suggesting that sales people stop talking is that whilst you’re talking, you’re not listening. It’s so easy for a sales rep to misinterpret the customers needs or not understand key fundamental bits of information that may help either offer a better product or be more effective closing the sale.
Sales people love talking about their products and can often fall into the trap of believing that just because they know and love their product, that everyone else will as well. They often think that they just need to tell the prospect or customer every detail about their product and that the customer will instantly want to buy it.
All you have to do is stop talking and let the customer talk. Let them tell you their story, what they want, what they need and how they would like the sales process to go. Often they will tell you everything you need to know to win that sale, but if you don’t let them tell you, you may never know!
So stop talking, let your customers do the talking and make sure you deliver on what you say you will!
What do you think? Do you agree? I’d love to know your thoughts, please do write them in the comments box.