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When we sell in a consultative environment, listening is more important than talking.
Small Talk & Big Listening
Small Talk is important to build trust and to develop a relationship, but Big Listening is essential to move the sale along. There are still so many sales people selling in a B2B environment who feel the need to pitch their service or product first and foremost, rather than understanding their prospect's needs. Ask yourself, if you truly understand what your prospect is looking for before you suggest a solution. Once you identify this need you will be in a better position to provide a service that fits. Meeting a need is not only important, it is essentialfor sales professionals to be viewed as consultants or advisors. It not only helps to build trust it will also elevate your reputation. And, if you’ve followed my blogging, you know I’m on a mission to elevate the reputation of sales and its practitioners.
Resist Yourself
We’re in SALES, so we are often trained and expected to convince and to win over people. The temptation to "shine" and talk is strong, because we’re taught that knowledge is power. Having all the knowledge to present the service/product that we are offering can blind us and that's when we might overwhelm our prospects, instead of listening and finding out what they really need.
In my book “Dating & Selling - And Why They Are So Similar” , I write about this in Chapter 4:
Did you listen to your date/prospect?
If your date told you that she or he doesn't like violent movies, don't suggest to watch the newest Quentin Tarantino film.
If your prospect shares with you that they have a limited budget, don't show them a solution they can't afford. Put together a presentation that lists a couple of options, including one that is within their budget range. This shows respect, but it can also open their mind. Maybe they will be able to find additional money somewhere to buy the more expensive option. It is important however that you honor what they shared with you.
Add Value & Build Trust
In addition, many sales people are expected to be aggressive and persistent. Persistence is good and necessary, but only to the extent that we add value and use the time with the prospect to learn more about their business. It's about finding out if there can be a fit. It’s not about being persistent just to be persistent.
In order to be of value to prospects and clients we need to listen to their needs and respect their desire to choose. Once you allow your prospect to choose, you empower them. Once they feel empowered, they will become your ambassador.
People don't buy services or products because they are "better". People buy when they trust the people and the organization offering that service or product. And trust is something that needs to be built.
You can start building that trust with all of your prospects by adding Big Listening to your first task with each prospect.