I have something to say and YOU need to listen

Well it seems that is what most salesmen say to themselves. Their message needs to be heard and nothing will sway them from giving it.

By creating a Listening Log I have forced myself to find out their message. What I think is important really does not matter when they don't want/need to hear what I have to say.

Getting them to tell me what is important to them saves me time and effort. If they are talking then they are selling not me. Asking questions affirms that I am listening and understand their messages.

I can't get in trouble if I don't say anything. Silence is the most powerful tool in my kit. Negotiation courses teach that the first to speak loses. I choose to believe that the first who speaks wins what they want and I want my client to know they have won.

I find this eliminates price issues because they are building value in me and my product by giving me the information I need to tailor the presentation to their requirements.

Does this mean I win every sale? Nope. I do however win 40% of the opportunities I get.

The truth in selling is that even a moron will talk to 10, get 3 to listen and sell 1. I listen to 10 and sell 4. My numbers look better don't they?

Ego forces me to be in control. Control of my ego forces me to cede 'power' to where it belongs.

I know my product, I do not know what they do.

Once I know what they do I can legitimately provide them with solutions or tell them that I cannot. Honesty will win every time, so be honest.

After every sale now I take a minute to answer these questions: "Given every opportunity today did I listen first, ask questions second and listen third? Did I do the best I could with the tools and circumstances given me?"

If I can answer yes to both then I have had a good day. If I can't answer both then I need to find out why and have likely lost that sale.

Thank you for listening while you read this. BTW, it helps in your personal life too.