BASICS OF SALES

The art of listening, yes the art of listening can not be overstated. There are many first things a salesperson must do. He or she must first be presentable, be attentive, and appear non threatening. All these things are important, but most important of all there is something that all salesman should know about and recognize, and that is the art of listening. Yes everyone knows the importance of listening, but still it is one of the most abused things that a salesperson is guilty of.

“Oh yes listening”. We all know how important it is. All salespeople are tired of hearing about it, and everyone swears they listen, but it just is not so. Recently I tried to buy something and as the interview proceeded the salesperson said he was confused and thought I asked for something else. Further along in the interview process he said he misunderstood what I needed. Now how is this possible if someone listens. Anyone can make a mistake or misinterpret something but a salesperson does not have that luxury. When you admit you misunderstood something or were confused; you are in essence admitting you did not listen. It is the first thing a salesperson must do and yet it is the first thing some salespeople forget. How can anyone sell anything to anyone unless you first know what they want. Well if you are lucky enough to be in contact with a perspective buyer who tells you exactly what they want you are indeed fortunate but you still must listen.

Not all perspective prospects will come out and tell you what they want. When this is the case you have to probe. Question them as to what they want, and oh, listen. Questioning is one phase of the equation, listening to the answer is the other important part. So time and again most sales' hinge on the ability of the salesperson to question and listen. If you do not listen the chances of a sale being made is greatly diminished. So no matter how often this is drummed into a salespersons' mind it still looms as one of the biggest mistakes a salesperson makes.

So listen. I repeat, listen. What is so new about this? It is such a worn and cliched statement, so why does it continue to be such a problem area. It is because virtually all salespeople; even if they do not admit it still do not listen.

Many years ago when I first was training to become a salesman I was told: by the salesperson mentoring me “Listen, I am only going to say this five times. He held up his hand and extended five fingers and said,"when you are with a prospective customer, listen, listen, listen, listen, listen".

Thank you
Joe D'Ambra
www.basicsofsales.com
Sales blogs offering sales tips

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