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Sales Training Success Tip - The Gift of Gab, Good or Bad?
Copyright 2006 Ike Krieger
Let's debunk a myth.
A myth can best be described as a story or idea whose existence
is widely believed in, but in reality "it just ain't so."
Based on this description I've created a series of articles
entitled Sales Myths. Here's one of them.
Sales Myth #5: People with the greatest "gift of gab" make the
greatest salespeople.
The Story: Our ability to talk clearly and give a powerful
presentation is the most important factor in getting people to
buy.
The Problem: You're a good presenter. Qualified prospects seem
to be impressed with your presentation, and tell you so, but are
still not moved to buy.
The Solution: Stop telling your prospects the reasons why they
should buy your product.
Sounds kind of backwards, doesn't it?
People do things, buy things and believe in things for their
reasons, not yours.
When you're telling, you're not really selling at all.
Give up the need to tell, give up the need to sell (notice, I
didn't say give up the commitment to sell) and give up the need
to convince and influence.
When you give up the need to tell and sell you can focus on
uncovering the problems, needs, and desired outcomes of your
prospect.
The results of a communications study conducted at UCLA in 1967
showed that your words as a communications device may be the
least effective of all influencing tools.
The statistical breakdown of the study indicated that words make
up only seven percent of an effective communication. Tone,
posture, gestures and other aspects of our physiology make up
the ninety-three percent that adds the emphasis needed to
convince and influence.
In other words, how you say something may be more important than
what you say.
Whether you agree with the premise of the study or not, one
thing is perfectly clear from the results: Listening is not high
up on most people's list of effective communication tools, and I
think it should be.
I believe that listening is the most important communications
tool of all.
More listening means less talking.
Believe it or not, when you talk less, you'll sell
more.
By no means is this meant to suggest that you should give up
talking or presenting entirely.
However, the idea that you can enter a sales situation with a
canned presentation and a high "glibness" quotient, and expect
to come out with a signed contract or a new client is outdated
and should be modified.
Most of us have been trained that to be a good sales person you
have to give your prospect a lot of information. This
information usually reflects what you think they need to know
from your point of view, or your company's point of view.
Just the opposite is true. You must only give your prospect
information that they think they need to know - from their point
of view.
How do you accomplish this? How do you discover what your
prospect really wants to know?
The answer to both of those queries is Open-Ended Questions. The
use of Open-Ended Questions is one of the main success
ingredients in my Question-Based Sales System?.
You'll enhance your selling effectiveness and close more sales
by simply asking the right, powerful, open-ended questions and
then listening carefully to the response.
Once you get that information from your prospect you can
customize your reply. You'll be ready to deliver information
that focuses clearly on the prospect's specific needs instead of
your "best guess" perception of those needs.
This calls for a dramatic shift from "Days Gone By." This is an
entirely different day.
To be a truly successful salesperson you need to first identify,
and then communicate through, the information filter provided by
your prospect. The best way to identify this filter is to ask
open-ended questions and then listen carefully to the answers.
Here's the Sales Training Success Tip: Focus less on "smooth"
talking and more on "hard" listening.
To your success.
About the author:
Ike Krieger is a business mentor, author and speaker. Ike can
help you get more clients, more referrals and more sales, and do
it with dignity. His Question-Based Sales System will help you
turn your contacts into contracts, more easily and more often?.
Subscribe to Ike's newsletter at
http://www.BusinessSuccessBuilder.com
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