Advanced Sales Training - C-Level Selling
9 Active Listening Steps to Effortlessly Sell Prospects
Interviewing is the most important step
of sales calls and relationship development.
Interviewing requires asking stimulating questions that
get prospects to discuss their wants relative to what you’re
offering. However,
interviewing also requires active listening.
That is, listening with an ear to learn and understand.
When someone opens up, it’s a major step in
selling them or building your relationship.
Some people require more effort than other to open up.
That’s why you have to have a strategy to get people
talking. But no
matter how much effort is required, when that prospect starts
talking, it’s time for you to start listening, gathering
information and not interrupting.
Interrupting shuts people down or makes them
defensive. So if
your prospect is somewhat on tract, let him talk and you’ll
gather a boat load of relevant information.
Keep in mind, people answer your questions in their own
way and it’s usually not in the direct way you’d like.
So give them a little slack and let them ramble a bit.
Your attention will show them you’re interested, while
you learn their issues and wants and the subtleties of what will
make them warm to you.
An Interviewing Strategy
I have a process I use for all my sales
calls. It consists
of 1- asking open ended questions about issues and concerns as
they relate to my services, then 2 - listening.
While listening, 3 - I take notes, underlining powerful
and ambiguous words that I’ll get more clarity on later.
Once the prospect has finished talking and explaining, 4
- I ask him to define his meaning of power words, such as low
price, good service, reliable company, etc.
Once I understand, 5 - I expose and entice the prospect
with benefits and/or features he didn’t mention but I feel he
should have. From this
questioning, listening and suggesting sequence I feel I know
what’s wanted, but 6- I confirm back to the prospect to see if I
got it correctly and so he realizes I understand.
If so, 7 - I ask if he is interested in hearing my
presentation of how I can help him.
After I present, 8 - I ask how he feels about what I just
presented. If good,
9A - I ask for his commitment.
If ambivalent or not so good, 9B - I clear up concerns
and/or objections and then ask for his commitment.
Each of these steps has power and purpose.
It is extremely effective for sales calls and
relationship development meetings.
It will produce all the information so that you can
structure a presentation to move prospects to commitment, or
cement relationships or to indicate that you’ve got a non-buyer
at this time and it’s time to leave.
Test It Out
Next person you’re with – wife, child,
friend, waiter, etc., ask an open-ended question and don’t speak
for (4) seconds.
This will be a major challenge, but work on it.
When she/he starts speaking, don’t interrupt.
Just keep nodding.
Notice how much this person tells you.
Now pick out something she/he said and ask to
clarify it. I.e.
The waiter says, “The fish is really good tonight.”
You say, “What is it about the fish that makes it so
good?” Wait for him
to talk and notice how much more you learn about the fish.
Now offer up something the waiter didn’t say,
but you feel he should have said, such as, “You didn’t say
anything about the freshness of the fish, or the seasoning, or
what other customers have said about tonight’s fish.” You’ll
notice you’ll get even more information.
I could continue with the remaining steps,
but it would get a little crazy. You’re not trying to sell the
waiter. However,
for those you are trying to sell, you’ll have to practice with
someone how you’ll implement the 9 steps above.
As logical and simple as they sound, they are difficult
to do. And if you
think you can short cut the process, test it both ways.
But, I’m confident you’ll discover you get to where you
want to be faster and easier implementing all 9 steps.
And now I invite you to learn more.
Bonus Tip: FREE E-book
Getting Past Gatekeepers and Handling Blockers
. If you can’t get to the powerful decision makers, you’re
depending on others to do your selling at the high levels.
The problem is you won’t know what they say, if they say
anything at all.
Sam Manfer delivers
key note speeches
and in-depth
selling work shops
for those
anxious to increase sales. His hands-on coaching turns
individuals and sales organizations into selling whirlwinds.
Sam’s selling awards and $ Million sales recognitions support his
methods. His book,
TAKE ME
TO YOUR LEADER$ along with his
Matching
Chemistry’s
CD and sales seminars replace selling myths and clichés that
frustrate decision makers with a proven approach that captures
their attention. Follow
Sam’s
C-Level Selling Blog
for more insights.
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