Top-producing B2B sales professionals speak for an average of 46% of the call and listen for the other 54%. It’s apparent that listening more and talking less is a key to sales success. The problem is that the average sales professional is only allowing for listening during about 28% of each call.
Award-winning scientist and Founder of Cerebral Selling David Priemer shared five simple tips to improve your listening skill set and become more successful in episode 12 of INSIDE Inside Sales, Is anybody listening?
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David says quality discovery requires quality listening so that you can lose fast and win fast. Isn’t that what we would all choose over drawing a loss out longer?
The problem with talking more than you listen is that you’re not hearing the pains, problems, issues, and challenges that your customer is sharing. This is the good stuff, the important information that can help to improve the value proposition.
You’re wasting your time and the prospect’s when you don’t truly listen to what the prospect has to say. Salespeople can develop their listening skills with these five tips:
David insists that customers “don’t buy products, they don’t buy ROI. They buy feelings.” They’re essentially buying into you because you proved yourself trustworthy.
It’s the experience, not necessarily the product or service, that influences a person’s decision to purchase.
The listening tips David shared during my podcast can be applied to virtually any conversation, not just sales. However, I’m not suggesting you whip out a notepad the next time you’re talking to your spouse or a colleague.
How do you keep yourself focused during sales conversations when it’s difficult to pay attention? Let us know in the comments below.