Can They Hear You Close the Sale?

Nov 23 2009

Posted by: Cheryl Clausen in sales coaching, tags: closing the sale, how to sell, sales coaching

I’m guilty and I’ve no doubt you’re guilty too. We all, at least occasionally, selectively listen to others. Sometimes we listen selectively because we aren’t ready to listen to the speaker. Other times we do it because we want to hone in on what we want to hear and ignore what we don’t.

Remember when your Dad said you could take the car if you washed it when you brought it back? You heard “You can take the car”. Somehow you did NOT hear “You have to wash it when you bring it back.” Sorry, Dad.

Most of the time selective listening, while annoying, is pretty harmless. However, selective listening leads to misunderstandings. And those misunderstandings can lead to damaged relationships.

It’s All My Fault

In most cases when someone misunderstands what you said because of selective listening we get mad and blame the other person. Even though you may be justified that doesn’t solve the problem. The reality is you have to take full responsibility for what your potential clients “hears”.

Shut Up & Listen

The quickest easiest solution to overcoming selective listening is to simply shut up and listen. The more you talk the less the other person actually hears. Think about it. When you listen to someone else, watch a TV show, or listen to a CD your attention comes and goes. That means you never get the whole message.

The best way to get your message across is to help the other person do more of the talking. Speaking requires thought, focus, and attention. Plus it engages your potential buyer and increases their interest.

Place the burden for listening on YOUR shoulders. Ask questions you really want to know the answer to, and your potential client wants to answer. As you listen make sure you use both your eyes AND your ears.

First, listen for the content. Then listen for emotion.

One thing I want you never to forget. When your potential buyer is speaking they are saying whatever they are saying for a very important reason. Sometimes it may seem like they’ve veered off topic.

When a potential client veers off topic they may be doing it to sidetrack you, and prevent you from asking for the sale. When that happens recognize you are no where near ready to ask for the sale. You literally need to go back to square one because this potential client perceives no value in your offer.

Other times when a potential client appears to go off topic they are really very much ON topic. They are sharing something very important to them. Even though you may not immediately see the connection this is a critical part of their decision making process. You have to help them help you see the connection.

Finally, when a potential client tells a great story resist all instincts you have to tell your own story. When you tell your story what you are doing is one upping your prospect. Need I tell you how bad an idea that is?

Coach Cheryl

Do it Yourself

Do it with a Little Help

Do it with Guidance

This entry was posted on Monday, November 23rd, 2009 at 6:00 am and is filed under sales coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.