The Most Powerful (And Neglected) Sales Tool?
Daniel Disney
CEO @ The Daily Sales (LinkedIn's BIGGEST Sales Community) LinkedIn Influencer (Over 1 Million Followers) - Award Winning Keynote & SKO Speaker - 4 X Best Selling Author - Advisor & Investor - No.1 Social Selling Trainer
Sales people are often judged by being able to "talk the talk". They could sell anything they want, they could even sell ice to an eskimo! That's the stereotype that sales people are judged by, and for many that's what they aim to be.
This stereotype makes the assumption that the mouth is the most powerful sales tool. It implies that by knowing how to talk you will be successful in sales, and perhaps at one time that may have been true.
What you get is sales people who talk too much, who try to talk their customers into buying. This can't be the right way to sell!
So what is the most powerful sales tool?
It's not a breakthrough statement, but I believe that listening is the most powerful sales tool. It's only by listening that you can identify sales opportunities. It's only by listening that you can identify your customers needs. It's only by listening that you can create good relationships with your clients.
How can listening help you sell?
- Let the customer talk to you about what they need. If you assume they need something, you might not give them the chance to tell you that they need more!
- Showing an interest in your customer and asking questions builds strong relationships. People love it when someone shows an interest, and the more you know about the customer, the better position you're in.
- You can't find the best solution for the customer unless you actually know the problem. Let the customer tell you!
- If you ask a lot of questions you'll find out more information, but only if you listen to the answer. Sales people can often ask a question and think in their head how they're going to sell, and not actually listen!
What do you think? Do you think that listening is the most powerful sales tool, or do you think talking is more powerful? I'd love to know what you think so please do write your opinion in the comments box.
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FOUNDER - SOUL to VOICE TRANSFORMATIONAL SERVICES, Facilitator, Coach and Speaker. Vocalist, Multi-Instrumentalist. Coralus Activator.
9 年Absolutely agree. There is a wonderful quote about the power of listening: Being heard is so close to being loved that for the average person they are almost indistinguishable!
Business Transformation and Commercialisation
9 年In my 20+ years of sales training experience, I've narrowed the top 5 qualities of a salesperson to this: https://www.clarkmorgan.com/top-5-skills-of-a-great-sales-team/ And yes, one of them involves listening. Listening is definitely a powerful sales tool, because it allows you to uncover 'needs' of a customer. Without understanding the 'needs' of a customer, you'll be competing on features that are important to you, but maybe irrelevant to them.
Independent LinkedIn? Trainer & Consultant Expert | Keynote Speaker | Data-driven results for generating more leads | Attracting top talent | Igniting the ambassador program | Optimizing ad campaigns | Personal Branding
9 年We have 2 ears and there is a reason for it... Great article Daniel and thanks for sharing Barbara
Chief Operating Officer at Conducive Consulting
9 年Well said Daniel.
Customer Manager
9 年Listening is a powerful tool no doubt. It brings out "that thing" hidden in the mind/belly of the customer that has been yearning for solution, this he believe solution will emerge through the service of the sales personnel canvassing in front of him. This is what the sales personnel should pin down to ask more question about to be better informed about the customer. However, the sales person should be able to use the right words in getting the potential customer talking to bring out the hidden problem to be resolved through his/her service which lead to sales. Listening is a powerful sales tool but should be complemented to yield better result.