Why is it that most salespeople automatically go into “pitch mode”? Insisting on telling us all about their wonderful product or service without finding out what’s important to us?
Take Jim. He’s been in high end sales for years and recognised he has a fatal flaw.He metaphorically vomits all over his prospects.
By that I mean he talks rather than listens. Tells prospects all about what his products will do rather than finding out what it is that’s really important to them, and only concentrating on that.
And that kills sales!
Transcript
I love working with clients who want to become the best at what they do. Want to change, have the guts to look at themselves, admit their shortcomings and then take advice and work on how to improve.
A recent conversation with Jim (I’ve changed his name for confidentiality) is a great case in point.
Jim’s been in high end sales for years and recognised he has a fatal flaw.
He metaphorically vomits all over his prospects.
By that I mean he talks rather than listens. Tells prospects all about what his products will do rather than finding out what it is that’s really important to them, and only concentrating on that.
To paraphrase Jim he said I’ve always done this. My father did it. You’d tell him a story and he’d then say, I’ve got one better. Always wanting to one up. And I’ve taken it on as a family pattern. And I need to stop. Relearn how to do sales calls. To learn to really listen.
That’s a pretty big admission.
So if you’re prone to similar tendencies, this is the advice I gave.
First, be interested, not interesting.
Rather than talking about yourself, focus solely on the other person. Ask about them. Their lives. What interests them. It doesn’t take much to get someone talking about themselves.
And they’ll love you for it.
While I’ve never met Bill Clinton, legend has it that when speaking with you he makes you feel that you’re the most important person in the room. He gives you his full attention rather than looking around for who to speak to next. Mind you it probably doesn’t hurt that he’s the most important person in the room and people are lining up to speak to him, not the other way round!
So back to Jim.
I said, every time you want to bring the focus back to yourself, bite your tongue until it bleeds. The only thing that should come out of your mouth is something that moves the conversation forward from your prospect’s point of view. How? Say things like, that’s interesting, tell me more. This is not about interrogation. It’s about being genuinely interested in what they have to say. Give them your full attention and focus don’t keep thinking about the next thing you’re going to say.
Start by practising in social settings. With your partner and kids. Then your friends and people you’ve just met.
Do it enough and it’ll become a habit.
Now I should point out that this directly translates into written prospecting as well.
Stop writing about yourself and how wonderful you are. Only write in terms of what’s interesting to your prospects and clients. Here your goal is to add value. So no more, I’m just following up emails please!
I trust you found this tip useful. It’s simple, but will make a profound difference to your results if you put it into action.
And on that note, we’ve helped hundreds of consultants who sell professional services, software and coaching generate more business. Our combination of formal training and ongoing coaching and mentoring in communication gets results. You’ll embody how to communicate on a deeper level, forming better relationships both professionally and personally.
If you feel we could help you please do contact me at revealedresources.
Till next time, this is Rashid Kotwal.
