Sales and Listening

SALES 101 – Do you really listen?

The basics of the sales process include communication, listening, and solution presentation.

Looking at that list, everything is important, but listening is essential. It is a foundation for building trust and rapport with your customers, and a tool for understanding their needs and challenges.

Unfortunately, many salespeople don’t listen enough. They may be too busy boasting about all the cool features their product or service has. But, the problem is if they are busy talking about themselves and their products – “We are rated #1 for…” “We provide you…” – they don’t take the time to really hear what their customers have to say.

Why Are Sales People Not Listening?

There are a number of reasons why people may not combine sales and listening. Sometimes, it is a simple fear of silence. They think that if they stop talking, the customer will lose interest. Other times, it’s because they may be too focused on making a sale. They’re so eager to close the deal that they don’t take the time to listen to the customer’s needs.

Whatever the reason, not listening can have a devastating impact on those sales. By not listening to your customers, you may miss out on valuable information to help you close more deals. Not listening can damage the trust and rapport needed to build long-term relationships.

If you want to be a successful salesperson, you need to learn to listen. Here are a few tips:

• Ask open-ended questions. Open-ended questions are questions that can’t be answered with a simple yes or no. And remember this phrase: “Tell me more.”
• Pay attention to body language. Body language can tell you a lot about what someone is thinking and feeling. If the customer is fidgeting, crossing their arms, or avoiding eye contact, it’s a sign that they’re not comfortable or engaged.
• Summarize what you’ve heard. This shows the customer that you’re listening and that you understand what they’re saying. It also enables you to make sure that you’ve understood them correctly.
• Ask for clarification. If you don’t understand something, ask for more information. Shows the customer that you care about what they are saying and that you are willing to take the time to understand their needs.

Listening is a skill that takes practice.

Your customer knows everything you need to know to close the sale. Learn to listen effectively, and you will be well on your way to closing those deals and building stronger relationships with your customers.

[Featured Image Credit: Ky on Flickr]

If you need more help with your SALES SKILLS or other communication skills, check out one of our upcoming Improving Communication Public Classes.

Other Resources for Sales and Listening

33 Things Sales People Should Never Say

Why Don’t Sales People Listen?

Carl Palmer on Listening: An Interview with Improving Communications