Listening is the most important thing to do in selling, yet it is also the most overlooked.
It is often said that one should listen to discover the needs of the consumers, but the reason to listen is actually deeper than that. When you listen, you’re openning up a pathway for the prospect to give you the ammunition you need to make the sale. Not only are you discovering their needs, but you are also learning about the prospect on a personal level.
Listen to find out how people perceive themselves. When you find out how somebody views himself, you can tailor your pitch to fit that picture. Often, people feel a sense of pride and if you listen closely, you will find out the things they are proud about. People can already visualize who they are, you just have to make them visualize themselves using your product. For example, if you were selling phones and a person in a business-related career comes in to buy a phone, you can say something like, “This phone is a fully equipped smart phone which is used by many businesspeople who need to store a lot of information and constantly access the internet. It is the best on the market”. Right there, you are attaching the product to the persons perception of self by explaining that it is used by businesspeople and saying it is the best on the market. This statement attracts the prospect to it because everyone wants to be the best which means they have to have the best. This is a great sales technique that you wouldn’t be able to use if you hadn’t listened to the prospect in the first place.
Make sure you listen to understand what the other person is saying. Many times when people are speaking, we are reciting what we are going to say next in our heads. You need to stop thinking about your response, and pay close attention to every word coming out of the prospects mouth. Remember, the prospect will give you the ammunition you need to make the sale. When you listen to prospects, you will discover their desires.
Here are some tips that will make you become a better listener:
- Allow speakers to complete their sentences: Never cut your prospects off while they are still talking.
- Make sure you understand what the other person is saying before you respond.
- Listen closely to catch important details.
- Listen to understand the person’s feelings.
- Stay calm and relaxed when listening.
- Listen actively. Active listening can improve your sales pitch and create rapport with the customer. Use phrases like “okay” “I see”, “gotcha”, or “I understand”.
- Ask questions to be sure you understand. If something doesn’t seem clear to you, don’t be afraid to ask questions. Asking questions can also reassure the other person that you are listening and that you are engaged in the conversation.
Listening is a simple technique that brings outstanding results. Listen closely and you will get more sales. Anthing the prospect says can be turned around to be used in your favor, you just have to listen to catch it.