Telling Isn't Selling

Sales people like to talk, especially about their products and services.

Most sales training teaches people how to sell features and benefits. Don’t get me wrong, it’s important to learn as much as you can about your product, your trade and even your competition.

It will give you confidence.

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However, very little training is conducted on how to ask questions to help the prospect uncover their real buying motives. The more information your prospect provides you with, the more you will learn about how they will want to be sold.

A good rule is that the salesperson should talk 30% of the time and listen 70% of the time. That’s because the most important information about your product or service is between the prospect’s two ears.

It’s not what you think about your features and benefits that count, it’s what they think is important.

Most prospects are comfortable asking questions, and most salespeople are comfortable asking them. If you want to find out what your prospect’s real buying motives are, you need to become proficient at getting information, not just giving it.

Bring a natural curiosity to the conversation, and ask open-ended questions. Use active listening to encourage your prospect to share their beliefs about how they view their problem and your solution.

Once you understand what your prospect really wants and why they want it, it becomes much easier to craft a strategy that positions your product or service as their preferred solution.

Joe Marr is a public speaker, sales and management consultant and trainer, and runs Sandler Training - Ann Arbor. Contact him at (734) 821-4830 or visit his website.