if you’ve worked in a professional sales position (as opposed to a glorified customer service position), and you’ve had a tough, results-oriented sales manager (is there any other kind?), then you’ve likely heard about it every time you were found to be telling (as opposed to selling). nothing is more detrimental to your work. so, what does this mean? it means you’re preoccupied with telling someone what you can do for them prior to knowing what they need or how they prefer to be fulfilled. it’s probably the worst habit that can develop in your sales routine.
the most important initial aspect of sales is to identify a need that you can meet or exceed. you don’t just want to know the gist of the challenge and then launch into your babblefest. you want to be asking questions, then more questions, then some telling, then more questions. the more you understand a need intimately, the more you can fit your skills and offering to the opportunity. getting the consumer to talk does more than just move your pitch a few steps closer to a sale. comfort level skyrockets the more you give up the floor, listen and engage. through establishing the right vibes and an atmosphere of trust, you can begin to uncover the most important revelation of the meeting — the consumer’s hot button (or chief objection). this won’t be offered up without some level of courtship. this is the single item that, if addressed and overcome properly, will help you to earn the sale.
let’s round this up. if you’re telling, then you’re placing yourself before the consumer. that puts your audience on the defensive or it sends them off to sleep. you’re communicating that cookie cutter solutions are your specialty — because you can’t tailor anything where you’re taking exact measurements. body language, eye contact and fluctuations in voice are likely all being overlooked. you’re learning less than adequate amount of information about them and their need(s). you’re thoroughly enjoying the sound of your chatterbox, underachieving and racing off to your demise.
