When I think about the skills that a successful salesperson needs – ANY successful salesperson in ANY sales industry – the one skill that is so very difficult to master, but is ESSENTIAL to that success is the skill of listening. Most people LOVE to talk about themselves and, rather than listen to the person or persons in which they engaged in conversation with, they are merely waiting for them to stop talking so they can once again continue talking about themselves, their lives, their opinions, their issues and like that.
I’ll tell you the moral of this story up front. It is: Shut Yo Mouth! Do like that wolf told Red when she asked about his long, pointy ears… “The better to hear you with…”
We want to practice relationship selling, to bond with our clients and craft long-term partnerships in which we are there, offering up creative solutions and unique value over the long term. This can NOT happen if you are not a good listener. Those who don’t listen are vendors. Those who LISTEN are partners. Years ago, I wrote this insightful paragraph:
“Great partners are great listeners. Listening is a dying art form. If you want to Be Different, focus on and develop this skill. Flex it like a muscle. Position yourself with your client or your prospect as a SUPERB listener and prove it by summarizing key points and action steps at the end of each critical conversation. If you can accomplish this with your client and prospect base, your value will quickly rise in the estimation of those contacts… and they will quickly become your friends. A good listener is a valuable friend. And a valuable friend is a trusted business partner.”
Richard S. Greene, Boy Genius
It’s true… I WAS a Boy Genius. Have you heard of Mensa? Well, so have I. But I digress…
A supplier told me of a time she was in a first meeting with a promotional products distributor who was VERY successful. She wanted to craft a business relationship with this company, so she asked him what was HIS secret for success with his top clients, a secret that she could emulate in service to his company. His response was, “Listening. I listen. If you truly listen to what we need, we’ll get along fine.”
That’s powerful.
One of my own Account Managers at HALO Branded Solutions shared her Sales Rules for Success with me, and the Number One Rule on her list is –
Listen Carefully – Don’t Interrupt!
And number three on her list –
PROVE that you listened – Repeat Important Points!
When I coach salespeople on how to get initial meetings with prospective clients and what to do and say on those meetings, I always urge them to NOT bring any promotional products to that first meeting. Just sit down with a pad and a pen and ASK QUESTIONS. Get them talking and write down EVERY WORD they say because each and every golden word ushering forth (or fifth) from their lips is a PEARL, a precious piece of wisdom that you MUST capture on that pad, written down for posterity. Look at them, look at your pad, look at them again. The less you talk means the more THEY talk which means you are having an AMAZING conversation even if you say virtually NOTHING. It is ALL ABOUT THEM. Their world. Their job. Their challenges. Their needs. And YOUR opportunities. The opportunity to partner with them to accomplish their goals.
To uncover these opportunities… you listen. And write notes. And make little nods of agreement and sounds of approval like “Ah!” and “Yes!” and the most important of all… “I hear you!” When you return for your second meeting or your second teleconference, with your promotional solutions and your virtual samples, you are PROVING what a good listener you were. You are reminding them of what they said last time. You are strengthening the budding relationship. And, you are SELLING.
Give your ears a work out every day. Strengthen your listening muscles, make eye contact, take notes, make those little sounds of connection and create new sales relationships.
Are you listening?
Rick Greene, MAS, is the Western Regional Vice President for Halo Branded Solutions, a Past President of SAAC, on the PPB Editorial Advisory Board and the author of two fantasy novels entitled “Boofalo!” and “Shroom!” available at www.amazon.com. His third book is a non-fiction biography of movie character actor Henry Brandon called “Henry Brandon King Of The Bogeymen” published by BearManor Media and available everywhere fine books are sold.