sales the star of the show is the client.
The problem most salespeople make is putting their ego and themselves
first, front and center. They’ll
dominate the conversation with the word “I” being used far too frequently.
good salesperson substitutes “I” with “You.”
are you doing this morning, Bill?
good salesperson focuses his undivided attention on the client. He is listening as opposed to waiting
to speak. He asks open-ended
do you think your business is headed?”
ideas on how you can generate more revenue?”
you’re focused on the client and empathize his business needs two things
happen: you begin to gain their
trust and, at the same time, they begin to open up a window of business making
opportunities. The more the client
speaks the more you have to work with.
(Take notes.) Listen to
their concerns and if they wander off the track into personal
matters (vacation, life at home, golf game, etc.) don’t shut the door so
quickly. Instead, listen with an
the client stops speaking take an extra beat before replying. Most people are uncomfortable with
dead air especially over the phone.
Although you may believe that the client is asking himself, “Is this guy
listening to me?” it gives both of you a moment to collect your thoughts and
move the conversation forward. In
fact, a lot of times the client will forge on giving you more
“ammunition”—buying signals—to make a deal.
your calls to the client are short and abrupt and are on the salesy side you’ll
never be able to establish the necessary bond to conduct business,
and self-serving sales tactics (plowing through a canned pitch; being
uninterested in what the client has to say) are a good way to kill communication altogether. However, if you’ve
worked hard at building a trust worthy relationship business, sooner or later,
of course, is not to say that you need to get unnecessarily chummy with the
client. Your conversation may
sound as if you’re at a bar chatting idly but remember this is business and
your call has a purpose. Gently
bring the client back to the focus of your call. If they start to ramble and drift into Neverland tell them you’re
late for your “ten fifteen” (or whatever time it may be.)
be a superstar in sales you have to take a backseat to the star: the client. Put him on stage, shine a light on him, applaud him, and the
“show” (business) will turn out great for both of you.