The Overlooked Sales Skill

What is the most overlooked sales skill?  The ability to listen.

Listening helps uncover clues about the person you are speaking with and their organization.  By carefully listening to the entire conversation – the words, the pauses, the filler words and the overall tone, you can pick up on helpful clues that you might otherwise miss.

When you aren’t speaking, you leave a void – a void that the other party will feel obligated to fill.  Often, this leads to sharing information they might not have otherwise, such as who the real decision makers are, how decisions are made in the organization and who your competition is.  You might even get a feel for how well the organization is doing, or if you are lucky, the figure your competitor quoted for the project you are speaking about.

I recall one conversation with a customer who talked through his thought process on the phone with me.  He listed out all the benefits of my product, and how he would feel if he didn’t purchase.  I didn’t try to convince him, or list out additional benefits, I just gave an affirmative “yes” and “mmm hmmm” every now and then and then took his credit card information.

Listening closely provides clues that you can then follow up on.  Does your potential client sound positive about their company and this project?  Are they hesitant about your company and offerings?  How do they feel about what they are currently using? 

By addressing the questions asked, and those not asked, you will be in a better position to see the whole picture.  Armed with more information, you will have a greater opportunity to tailor your proposal to meet your prospects requirements.

Listen.  It’s not just the words are saying, but sometimes the words they don’t say that can prompt you to ask better questions that will lead to a fuller answer and a stronger proposal.

Cynthia

Novel Ideas

www.novel-ideas.net