Learn How to Listen

Published: Apr 30, 2004

Application

Many selling manuals remind the salesperson to listen for the prospect's needs before launching into a litany of your product's features.

This is not easy to remember during those first uneasy moments of a sales presentation. Perhaps you should replace that word 'presentation' with 'interview.'

Prepare for the interview with a list of questions.

This helps you from not thinking of your next question while the prospect is giving you valuable information.

Include some follow-up questions that pick up on a prospect's statements.
Develop a set of responses that allow you a few seconds to think of the next question. Include such words as 'interesting,' 'is that so,' 'why do you say that' or 'I'm not sure what you mean.'
If you wish, display the questions for your eyes only. You may have a coding that would not be recognized by your prospect or you may have an illegible writing style.

Take notes on the prospect's responses.

This helps you to focus on the prospect's thoughts and to recognize common themes.

It shows respect for the prospect's time.
Refer to these notes as you relate your product's features to the client's needs.
They are useful reminders for reinforcing each of your closes.

Stories

The scarred foot

I invited my sales supervisor to accompany me on a sales call that would involve complex negotiations and where there was competition from several other salespeople.

Before we entered the prospect's office the supervisor explained the strategy we were to follow. He emphasized the importance of (a) finding out what the other salespeople were offering, and (b) what particular needs did the prospect want satisfied by our product. "At the outset, they will want to know about our features, " he predicted. "Ignore those questions! I will probe with my question and YOU KEEP YOUR MOUTH SHUT!" He repeated that several times along with the reminder to keep my presentation portfolio closed until he reached for it.

As predicted the questions about our product were asked immediately after the introductions and pleasantries. The prospect insisted I show him my proposal. I obeyed the supervisor's instructions until I could no longer withstand the silence following the supervisor's questions. I don't recall exactly what I began to say in compliance because of the pain I suffered at that moment.

The supervisor drove his heel into my foot at that little round muscle on the outside of the instep. The pain was excruciating! I could feel the blood trickling down into my shoe. I imagined my shoe to be overflowing with my precious blood. I remained speechless as the supervisor conducted the entire presentation.

The scar remained a reminder for many years. When I would roll down my sock to reveal the memento for my sales trainees or students I could vividly relive the pain. I wish I could tell you I've always waited to hear all the prospect's concerns and position before extolling my features. Will you accept most of the time?

Submitted by: NephewGerry

Scribbling on the blank reverse

The reverse side of the last page of the application form of a life insurance company was blank. Agents would fold the form into a pocket. When the agent searched for a piece of paper on which to scribble diagrams and other selling points, the agent would retrieve the form and begin using the blank page.

During the sales interview and after each trial close, the agent would flip over the form and fill in whatever information was garnered. Some information including the agent's signature may have been written before the call on the prospect. When most of the blanks in the application form were completed and most objections were handled, the agent could deliver the final close by saying, "Just write (not 'sign') your name beside mine and I'll take care of your needs."