“Another tip, and one most sales people don’t seem to practice, is to mention only the features and benefits that relate to the needs or wants that have been identified.”
Hey, I’m The Customer — Ron Willingham, page 157
The last thing in the world I would write down in any column is that you were given two ears and one mouth as a reminder of the importance of each. In effort to avoid insulting you, I will simply remind you of the importance of listening more than you talk.
Haven’t you been in the company of a group of people when one person started to tell a story and you prematurely begin to think that this story might be about you?
Your interest peaked up immediately, and you were listening to every word intently. When you realized the story was not heading in your direction, you immediately lost interest. This is not an isolated case: this is an example of human nature.
The majority of people enjoy being the star of the show. Sadly enough not many professional salespeople seem to come to terms with this fact. If you want to become the exception and earn the loyalty of more potential clients, then starting today, do everything you can to get the people in your immediate environment to start talking while you listen.
I can hear some of you asking, “Mike, can it be as easy as that?” My answer: Yes it can.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
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