How To Use Effective Listening To Build Trust & Sell More!

Robert P. - I stared at his name tag and made a mental note of his name because of one simple thing. This young man working at our local Staples store was either a natural-born salesperson, or he was trained very well.

"Sir, I noticed you were looking at some of our printers and copiers, would you object to some advice or thoughts for your consideration?" - He started by politely asking me a NO based question... Had he studied Chris Voss? Hmmm....

"No, I mean, no I would not object... what ya got?"

Robert began, not by pitching a certain printer, but by asking me a series of great questions... and then, even more. During our 15 minute encounter Robert used very skilled questions, and even some of the very same techniques I teach every day to my clients.

I tell all of my coaching clients that we need to listen more than we talk, and when we talk, it should be with an outcome to get the prospect to talk even more.

Why? There are a number of reasons, so let's look at a few...

1) People are most comfortable when they hear their own voice.

When we connect with a salesperson, our natural inclination is resistance.

Sales resistance is natural, yet it can be overcome. One way to overcome sales resistance is to ask questions that allow the prospect to talk. I usually begin with a simple closed-ended question, such as Robert's example above, and then move into open-ended questions that allow the prospect to talk.

When a person hears their own voice, they unconsciously become more relaxed and comfortable. The more they talk, the greater the effect on their mental resistance.

And, the really neat part is how we relate our current mood to the person that invoked that mood.

So, when you ask the questions that allow the prospect to chat and lower resistance, that trust in unconsciously connected or linked to you!

#2) People like to talk about THEMSELVES and THEIR interest.

If people like to hear their own voice is true, then having someone talk about themselves is the icing on the cake! When your prospect talks to you they are not just lowering sales resistance, they also in many cases will convince themselves of why they need your product or service. What do you think is stronger - you telling them what they need to buy, or them convincing themselves that you need to sell them a product or service.

Robert asked me a number of questions, but his strongest one was this, "Mr. Sutton, would you mind sharing with me how your typical business day looks, in and out of using a printer?" Boom. He had me. I got the opportunity to gently brag about my coaching business, spending time helping others, and then even about co-sharing my office space with my children who are home-schooled.

"And, do you see your children being able to use the new printer as well?" Well, I do now.

The more I spoke, the more he listened, and the more I convinced myself not to buy the $99 inkjet special of the week. I began to convince myself of a more professional unit with a monthly service fee that automatically sent ink to my doorstep as I needed it.

Robert, without PITCHING anything, not only sold me - he upsold me to the more expensive unit with built-in monthly fees.

#3) Trust can be bought.  Listening is the currency that purchases it.

I invite you to look at your own presentations and sales pitches and discover where in the process you could turn a statement into a question. Also, are you using open-ended questions that direct the prospect to get involved and share their own story with you?

There was one more secret that Robert used that we don't have time to discuss in this article, but I have a free PDF cheat sheet that will teach it to you.

As he asked me great questions, he did not come in with a strong pitch, but he weaved in a crafted story about another business owner and how the printer he recommended worked for their organization.

Facts tell - but stories sell. If you would like our 'Storytelling for Fun and Profit' cheat sheet then grab your free copy at www.StoryTellingForFunAndProfit.com - And if you are ever in Staples here in Wilmington, NC be sure to go see Robert... and bring your credit card! :-)