Persuade With Your Ears

It’s a well-known fact that all sales reps talk too much.

Hakan Hardenberger, International Trumpet Master agrees when he says, “Most people don’t listen.”

He continues with an illuminating point of view, stating, “Real listening means to listen before you play.”

To the professional salesperson, this translates to:

Listen before you talk.”

Maybe it’s because most sales reps know too much about what they’re selling. Maybe they’re so impressed with the dulcet tones of their own voices that they think everyone else will be. Or maybe they’re just nervous.

Whatever the reason, just because you know everything about your company and it’s products and services, doesn’t mean that you have to exhaustively tell the customer all that you know. Sure, you have to talk. And you should know more than your customers about what you’re selling.

But they don’t need to hear everything you know to be in a state of mind to buy what you’re selling.

What is the balance between technical information and simple basic concepts? It’s the precise ratio between technical information and simple basics necessary to get your message across.

As the old adage goes, “Don’t tell them how to build a watch when all they want to know is what time it is.”

Just tell them what they want to know and need to hear. And if you’re doing all the talking, you’ll never even find out what they’re looking for.  Why? It’s simple. You didn’t let them tell you.

Stop talking so much and start listening more.And I don’t mean, “passive listening” where you’re only vaguely hearing them talk while planning your next sentence. I mean, “active listening” – where all your attention is on what they are saying so you can pick up on the subtle nuances that would otherwise be missed.

Basically they are telling you how they want to be sold, but you’ll only find this out by carefully listening to them.

A familiar quote by Dean Rusk is worth repeating.

The best way to persuade people is with your earsby listening to them.”

That’s all there is to it. Any further complication is unnecessary. Just start listening more and talking less and you’ll discover how you can help them.

All top sales reps understand and use this knowledge.

Now it’s your turn.

daniel w. jacobs
(c) 2010-2030, all rights reserved

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One Response to “Persuade With Your Ears”

  1. “Just tell them what they want to know and need to hear. ”

    “They are telling you how they want to be sold, but you’ll only find this out by carefully listening to them.”

    Excellent concepts!

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