Listen Your Way To A Sale
The Sales & Counselor SellingSM Series
“Companies don’t do business; people do.”
– C. Andrew Lehman
American Sales Professional
(1962 – )
Ever feel like a sales person was only thinking of their commission and not about how they could serve you? He/She probably talked non-stop about this month’s hot product and you were so worn down that you said “Yes!” just to get outta there! OK, so who won? The company won because it made a sale. The sales person won because he/she earned a commission. But it was a hollow victory. You decided, “I’ll never do business with them again!”
We think everyone should “win” in the sales process – for the long-term. But, what’s a win? By our lights, a win is defined as the greatest good for all concerned which, in this case, turns on the ongoing relationship between the company, the sales person and the client. The simple truth: Selling is about Relationships, finding a need and serving it. Again, again and again.
As a sales professional, your job is to bring this about. To do that, you need to sit back and listen until you have a full picture of the client’s needs. Then decide if your product or service is truly right for them. If it is, propose it. If it isn’t, say so. Not only will the client appreciate your honesty (“Wow, I’m not being pushed to buy something!”), they will trust your intention to sell them what they need vs. convincing them to buy something that doesn’t serve them.
Congratulations! You’re now their ally – a trusted advisor. The relationship is established – and the client knows you understand them and will propose what is right. Now the door is open for future opportunities.
It’s always about the relationship, and everybody needs to win.
On your next sales call:
- Be an “active listener” to uncover your client’s concerns.
- Decide if your product/service is right for this client and position it accordingly.
- Serve them as a trusted advisor.
- Lather, rinse, repeat.
This is an approach your company, your client and you can take to the bank.
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