Listening is essential in sales. When sales deals turn sour it is usually because the salespeople involved were not listening to what the buyers were telling them or they were misinterpreting what the buyer was saying. Your primary goal as a salesperson should be to listen carefully, to learn about and understand the prospect’s problems [...]
Listening, unlike talking, often does not come naturally to salespeople. It requires study and practice. So, here are some tips that can help.
There is a reason why buyers sit back and let salespeople do all the talking — it puts them in control. This is particularly the case because salespeople ask fewer questions when they are talking — questions that buyers may be slow to answer because of: • Political or other sensitivities. • Genuine information gaps. [...]
The following questions will help you to identify and address a buyer’s needs: • What does the buyer want to achieve? • What does the buyer’s company want to achieve? • What are the key business drivers in this area? • What is the underlying opportunity, or challenge facing the business? How big is it? How [...]
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