SKILL
How Better Listening Increases Your Bottom-Line Results
SELLING POWER EDITORS
Sometimes salespeople become so involved in what they have to say about their product that they inadvertently monopolize the limited time they have with a prospect. The best way to make that time count is to listen attentively to a prospect’s needs and concerns and then address each one.
In selling, keener listening maximizes results. To become a skilled listener, think about the 12 ideas below.
1. THINK BEFORE YOU SPEAK. Many salespeople are in such a hurry to make sales points that they pitch the product before they hear the prospect out. Let your prospects fin- ish their thoughts before blurting out
what’s on your mind. Only after your prospect has completely finished speaking and you have allowed a few seconds for a possible afterthought can you feel sure you have heard their point of view.
2. SILENCE IS A SALES ALLY. Use silence as a tool to control the flow of conversation and draw out
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the prospect. Most salespeople feel uncomfortable during moments of silence. They may feel embarrassed or awkward, and they have been trained to talk. Instead of talking, nod your head and count to five before you respond.
3. DON’T INTERRUPT. If you interrupt your prospects while they are talking, what incentive do you give for listening when it is your turn to speak? If you think of something while you are listening to your prospect, jot it down for future reference when the whole story has unfolded. Before you make judg- ments, rebuttals, or comparisons, be sure you have heard the point they are trying to make.
4. CONCENTRATE ON THE TOPIC UNDER DISCUSSION. Since your mind is capable of jump- ing from one thought to another, it is imperative that you maintain your concentration while listening to your
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