Kudos to the marketers who years ago created the series of commercials for Dos Equis beer featuring the Most Interesting Man in the World. Viewers were intrigued, wondering, “Who is this man?” What has he done to earn this title? Well, in sales aren’t those the questions and the attention we desire? We want buyers to want more of us, not less. It’s really simple, but not easy – shut up and listen to show your buyers how interesting and brilliant you are.
Most people think that we talk our way into situations, sales, and deals. But is that true? Maybe, but more often I see sales won by great listening.
Listening helps us tap into the power of other people’s knowledge to discover more about their problems, opportunities, wants, and needs, plus the emotions that surround these.
Successful sales conversations increase exponentially with the amount of time you DON’T talk!
Several years ago I learned how powerful this could be. I had a phone appointment with a referral. For our first discussion I was prepared: I had researched the buyer, written questions that would get him talking, and more importantly prepared to really listen. I turned off the screen on my computer, made sure my door was shut, and had even written the word LISTEN – at the top of my Quick Prep Tool as a reminder!
It was easy to focus on this referral and what he was communicating. In fact, I was so successful that I probably spoke only 5 minutes during the hour conversation. Yet, when I hung up I was unsure if I had said enough to build credibility. It was a positive sign that he did schedule a next meeting tough.
The next day Tom ,who referred me, called. He asked how the meeting went and before I could answer he said, ‘Well whatever you did, he thinks you’re BRILLIANT!”
Brilliant? That’s a good step to being the most interesting person in the room, isn’t it? All because I kept my mouth shut.
Too many of your buyers are stressed, time deprived, and tired of not being heard. When you are the person who listens to them and then offers a relevant solution to a problem, opportunity, want, or need, do you think you’ll be the person they remember?
Yes! They will respond to your calls, allow you to move them through the selling process and think of you as the brilliant, most interesting person in the room.