Listening To Your Clients

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Nowadays it seems every company I speak to is adamant that their salespeople take a more consultative, needs-based approach towards their prospects and clients in order to develop strong relationships. Naturally, there’s a good reason for this; as a salesperson, your ability to fill clients’ needs and become more of a consultant rather than just their “sales rep,” creates real value for clients and keeps you from having to compete on price.

However, in order to do this it becomes imperative that salespeople learn their clients’ company and industry inside-out. But, in order to learn everything about your clients, you’re going to have to do something that far too many people fail to do: LISTEN. And believe it or not, it’s your ability to prepare that’s going to make you a better listener.

Most people (not just salespeople) don’t listen (if you have kids you know that statement is true). Too many of us are so enamored with the sound of our own voices and the inflated value of our own opinions that while others are speaking, instead of listening, we’re busy thinking of what we’re going to say next.

The biggest reason salespeople fail to listen to their prospects and clients (and all the buying signals they’re giving out) is because they have not carefully planned out their presentation and what they want to accomplish on that particular appointment. They have no agenda and probably no goal for what they want to walk out with.

By being so unprepared it forces far too many salespeople to think about what they’re going to say next as the prospect or client is speaking. They also tend to interrupt the prospect because they’re so afraid they’re going to forget the brilliant thought that just popped into their head. Now maybe you’re a lot smarter than I am, but I can’t think about something else and listen at the same time.

• First, know what you want to say before you walk in the door.
• Second, think about what you want the client to talk about and formulate questions that will get them moving in that direction.
• Finally, after you’ve asked your questions, SHUT UP AND LISTEN.

Remember, know what you want to accomplish and how you intend to get there (close the sale, obtain referrals, set up a follow-up appointment, etc.). Anticipate objections and put together turnarounds that will trump them.

Preparation gives the salesperson a big advantage in these situations because the client has not prepared for you. If you go in there and “wing it” you lose that advantage and do yourself (and the client) a great injustice.

Yogi Berra, the Hall of Fame catcher for the Yankees, was once asked what he thought about while he was hitting; he replied, “I can’t think and hit at the same time.” And guess what: neither can you.