COMMUNICATION
We frequently hear that communication is the stock in trade of the professional salesman, but what does this mean in the real world?
It seems that communication is interpreted commonly to mean just talking. Indeed, when you are speaking, you are communicating. But if your communication is never received by anyone or if you never connect with anyone else by any means of exchange, it becomes a solitary exercise.
Now, there might be some therapeutic value in this much like punching a heavy bag for thirty or forty minutes, but for our purposes it is useless.
Without becoming too philosophical about it, there simply has to be someone putting something out there and connecting with someone else who receives it. All leading to a willing interchange of ideas.
Merriam-Webster agrees, defining “communicate” as an act of transmitting or exchanging information, making something known; or, to connect one with another.
Minimally then, we can say that communication is composed of the following:
A. The ideas we deliver (the sales presentation and other information exchange).
B. The ideas the prospect delivers (concerns and requests regarding the product).
C. The interaction and mutual interest that is accomplished as a result of this connection.
Though we may be accused of being a bit simplistic, it would appear that if we were able to duplicate merely the fundamental definitions and apply them, we might be light-years ahead of the competition.
The major hurdle is getting everyone on the same page at the same time, gaining agreement, and thereby generating some “mutual interest.” This is when deals are made. There is a greater willingness to compromise, to work to get the deal done. So how do you reach this ideal state of becoming interesting to a prospect?
We already know that stale patter and a relentless torrent of rhetoric does the opposite: It interests your prospect only in figuring out the nearest exit.
Surprisingly, the most effective way to get someone interested in you, is to be interested in them. This is counter-intuitive, but remarkably effective. Interest is commonly expressed as curiosity, and as such, it creates a “reach” or “desire” in the direction of something or someone. In turn, your interest becomes itself a cause for curiosity.
If you doubt the effectiveness of this principle, use it for a few days and see what happens. You’ve got nothing to lose. I think you’ll discover that when you find something about people that you can be genuinely interested in and admire, they will, suddenly, find you more interesting!
Applied to sales, this is helpful in fostering a fertile relationship of communication interchange. It is in this environment that most successful sales are conceived, nurtured, grown, and finally delivered.
Happily, there is a definite action we can take to create that environment. So let’s take a closer look at a subtle aspect of communication that will lead directly to increased sales.
THE SECRET
Assuming you’ve already introduced yourself and your product or service in quick, broad strokes, your first step is . . . ASK A QUESTION!
Why? How? When? Who? Where? Almost any variety of question will work. Three important things happen when you do this:
1. You withdraw slightly, thus creating a perception of distance that will allow the prospect to reach toward you and contribute something of his own.
2. You find out more about him through his answers.
3. You remain in the driver’s seat.
For clarification, a delivered communication is a “reach” while shutting up for a second or two to listen is a “withdraw.” Thus, the chain of events would be to “reach” to the prospect, then “withdraw” to listen to what he says in response to your question.
As a salesman, you have to let the prospect in on the process. Let him add something. Ask a question. Let him fill up the space verbally or mentally. Relax and give him a chance to tell you what he really wants. And that’s really what you want to know, isn’t it? He’ll often tell you the exact way to solve the problem confronting you if you just ask.
One successful salesman uses this concept to good advantage when handling a tense situation simply by saying, “Now, help me out here . . . “ He then asks the prospect a question designed to get him talking about his thoughts and concerns.
For example:
“So, what are you hoping to accomplish here?”
“How would you describe the problem?”
“So far, what would you add to what we’re talking about?”
The key is to soliciting input beyond a simple yes or no or nod of the head. When you start asking questions–and asking them the right way–is when you start to zero in on the close. Which brings us to the step that deserves the most attention, but often ends up with the least.
NOW, LISTEN . . .
It shouldn’t need to be said that once you’ve come this far you must listen to what the prospect has to say. But again, it’s an all-too-common mistake to ask a question and then pay absolutely no regard to the answer.
A quote from Dean Rusk, Secretary of State under President Kennedy, says it best:
“One of the best ways to persuade others is with your ears.”
If the element of listening is absent, the salesman will only discover what he already knows, and that is just information about himself. If the prospect does have an objection, the salesman will never find it out until it is too late, as he never had a chance to let the salesman in on it. Never forget that the objection you fail to uncover and handle will often come back to haunt you when you least expect it.
So, when you ask that question, sit back, inhale nice and slow and really listen to what your prospect is telling you. Then, when it’s your turn to talk again, address what the prospect has told you as completely as necessary. Resist the urge to overdo it!
If he asks you what time it is, for example, don’t explain how to build a watch. Give him what he needs. Answer his question. Align your answer to what information he needs to feel comfortable, not to how much you may know about the subject. Again, refer to the only two rules for success in business from the beginning of this chapter.
The big punch line here is that the whole enterprise becomes ridiculously easy if you break it down to its basics.
1. Establish contact by whatever effective means at your disposal, but always based upon an interest in the prospect and how you can help him achieve his goals.
2. Impart information that he can understand, and orient your product or service to his needs and wants.
3. Listen to his opinions and ideas, while still communicating, to build agreement, confidence, trust, and mutual understanding.
4. Demonstrate how he will benefit directly by use of your services until the “light bulb” goes on in his head about why he should do business with you.
And, learning how to persuade the prospect with your ears might be the most valuable concept you’ll ever use in sales.
After all, the prospect is probably telling you over and over – in subtle and not so subtle ways – exactly what they really need and want from you and your company. Show them how they can get those things from you and they’ll actually help you close them.
Think about that for a second . . .
They are telling you how they can be sold . . . but only if you remain interested, observe and listen!
You should take their advice!
daniel w. jacobs
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