Listening – a big part of selling

Simon Jackson’s blog TransmIT has published a neat piece entitled Selling by listening – which encapsulates some of the best advice that can be offered to anyone pitching a potential client. Simon writes:

"At a recent product pitch, a customer told me that we were the only remaining contender from an original short-list of three. One of the original vendors did not return repeated invitations to demonstrate their product; the other began the engagement by telling the company that they would be guinea pigs for the product in Australia. Later, at a demonstration of the product, a salesperson continually interrupted with sales spiel."

A couple of other tips on the same subject:

1 - At the end of a conversation, paraphrase what the prospect has said. This is both very affirming and also makes sure you really have a grasp of the requirement.

2 - Note that one of the essential purposes of listening when with a prospect is to avoid making that naive mistake that will destroy your credibility and your chances.

3 - Listening is not waiting to talk, it is tuning in to content as well as behavioural cues that indicate the prospects decision-making preferences, biases and motivations.

4 - Quote: "The best advice I ever received as a sales person was to shut up. If you are talking, my boss at the time said, you are not listening. He said it in a far more colourful way, but I got the point."