Sales Success Obstacle #4: Failure to Listen During the Selling Conversation

not listening, sales saWe’re continuing our countdown of the top obstacles to success in sales. So far, we’ve covered three obstacles. Obstacle #7 was “Failing to Continuously Improve.” We learned that successful sales professionals are always learning and improving their skills and their mindset. We also discussed that learning and improving both require attention and intentional development. Obstacle #6 was “Inability to Close the Sale.” We discussed the importance of a good selling conversation, which takes into account your buyers’ emotions and buying signals and your closing question. Obstacle #5 was “Not Keeping Your Promises.” We learned that your clients’ perception of your reliability affects your ability to make sales. Today we’re taking a look at the fourth obstacle in sales success: “Failure to Listen During the Sales Conversation.

Questions Are Essential

One of the most important tools you have in the selling conversation is your questions. Questions are essential to help you get to know your prospects and to understand their needs. In fact, the quality of your selling is directly related to the quality of your questions. You must enter the conversation prepared to ask good questions and to ask more questions as they surface in the conversation. I always encourage my clients to prepare good questions ahead of time so that they will be asking better questions than their competition.
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Learn to Listen

However, it is not enough to just ask questions. Let your prospects do most of the talking as you listen carefully to what they are saying. What are they feeling in the moment of the conversation? How is your question impacting them? Listen and observe beneath the words. When appropriate, repeat back to them what you hear them saying. As a business coach, I help business owners ask quality questions for prospects that result in quality sales. Contact me to discuss what you can do to prepare for your next selling conversation.

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One Response to “Sales Success Obstacle #4: Failure to Listen During the Selling Conversation”

  1. Jay Juster says:

    The book SPIN-Selling covers this topic in detail. So many sales people think that the sheer value of their product or service will win them business. But the truth is that the prospect needs to know you fully understand their situation. They need to trust you. And when you also have the best product possible, when you tell them to move forward with, they will! Good stuff! Thank you.

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