Tuesday, October 14, 2008

Shut Up and Listen (and Learn)

Wayne Ens came to town a few years ago and hosted a seminar on the importance of creating Top Of Mind Awareness so when a potential customer needs you, you already are an established brand.

Several hundred local business owners attended, and we continue to preach the importance of T.O.M.A.

Wayne is also an author and sales consultant. I'm going to shut up now, and let you see what he has to say in a recent email:

Text Box: E N S    o n    S a l e s                    by Wayne Ens

The ‘Gift’ of Gab

Every once in a while I meet a sales person who proudly proclaims, “I’ve got the gift of gab.” In sales, that ‘gift’ is more aptly described as ‘the curse of chatter.’
Successful sales professionals know that sales is really more about listening than it is about talking.
Those with the curse more often engage in product feature speak than they do in providing customer-focused solutions or opportunities.
Customers don’t care how much you know until they know how much you care….and caring is demonstrated by listening.
Listening is by far the most important and difficult skill a sales professional can learn and practice. The sales people who annoy and alienate prospects the most are those who claim to be good listeners but follow every customer objection with a “yah, but…..”
There is no room for the word ‘but’ in a good listener’s vocabulary.

To be a professional listener you need to:

1.) Earn the right to ask questions by learning something about the prospects business before you make a call.

2.) Prepare with open ended questions that encourage the prospect to express their views and feelings.

3.) Demonstrate you are listening by taking notes. (Always ask permission to take notes. “Your input is important to me, do you mind if I take a few notes?”)

4.) Paraphrase and summarize what you hear. Don’t start a debate.

5.) Use the language and needs you hear the customer express when you make your presentation.

6.) Make certain that every benefit you present relates to a need you heard the prospect express.

There is a lot more money to be made being interested than there is in being interesting. So why not shut up and make some money!

SELLING IN A TOUGH ECONOMY: Have you considered having Wayne Ens facilitate this enlightening workshop for your sellers?

Wayne Ens

ENSMedia Inc.



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