Walk a mile

11th July 2013

We have all heard the saying about not judging people until “you have walked a mile in their shoes”. But it is a really useful approach to take when selling your own product or service. Getting a good understanding of your prospect’s needs and expectations will enable you to present them with the ideal solution and so get you their business.

Great sales people are first and foremost also great listeners. They take the time to listen and fully understand their customers. They build a relationship on trust and knowledge, and once a sound foundation is built they become the “go to” guys for future purchases and also get referrals as word spreads. Being able to get regular repeat business is a fantastic position to be in and is often the result of having really understood and met your customer’s expectations and wants.

As I received a call this morning from a company selling payment by card facilities for small businesses I thought about how well he listened to what I was saying. I’m sad to say I don’t think he did listen very well as he was determined to stick to his script regardless of which direction I wanted to go in.

Scripts are really important but are not the be all and end all, instead they should be a framework and have the flexibility to go with the conversation, rather than dictate it. For a telemarketer listening is even more vital, as there are no physical signals to follow. Great telemarketers adjust to their prospect’s style, within seconds of starting the call and use their script intelligently, building rapport quickly before making the sale.

So next time you meet a possible new client or pick up the phone to make a call, remember to first and foremost listen and then demonstrate how you can meet their requirements and the business will soon follow.

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