Listen more and talk less
Once upon a time, two salespeople worked at the same company. While both were friendly, they are competitive and hungry for new orders.
The salespeople were Mr. Teller and Mr. Seller.
After several months of hard work, Mr. Teller was depressed. He wasn’t making his quota. On the other hand, Mr. Seller was not only meeting his quota, and he was exceeding it — big time.
What was Mr. Teller doing wrong?
Here are the differences in the approaches between Mr. Teller vs. Mr. Seller.
Mr. Teller loves to talk to his customers about all the features of his company’s products. He was like a walking encyclopedia or brochure and telling everything he thought his clients wanted to hear. Mr. Teller was doing what is commonly referred to as a “product dump or vomit” to his clients.
Mr. Seller liked to talk too. But he learned from experience it is always better to listen more and talk less. He viewed his role as being a problem solver. But before you can solve problems, Mr. Seller first had to uncover the pain points and needs and wants of his clients.
Mr. Teller avoided asking too many questions. He was afraid of rejection, and he didn’t want to offend his clients by being too noisy or appear pushy.
Mr. Seller, on the other hand, enjoyed asking questions because he knew it was the only way to qualify his clients. He didn’t fear rejection or take it personally when a prospect said, “No.” He knew it was all part of the job.
Mr. Teller was not proactive when it came to finding new clients. He was very passive. Rather than make cold or warm sales calls, or ask for referrals, Mr. Teller used social selling. Mr. Teller thought all he had to do is connect with key decision-makers on LinkedIn, and like their comments or posts, and the key decision-makers would magically call him or appear at this door.
Mr. Seller liked using social selling too. But he didn’t rely on it exclusively because he knew that few key decision-makers would contact him because of connections and likes on LinkedIn. Mr. Seller believed in warm or cold calls. He also effectively left good voice mail messages and used interesting subject lines on his emails to gain the attention of key decision-makers.
Mr. Teller always waited for the prospect to decide. He never asked for the order. He just hoped and prayed that the prospect would make the “right” decision based on all the information he presented.
Mr. Seller didn’t wait for the prospect to decide. Instead, he helped guide the prospect through the sales process by asking qualifying questions, determining needs, and pain points. Once Mr. Seller thought the client was ready, he asked for the order. He didn’t use tricks, gimmicks, or high-pressure tactics because he knew that wasn’t necessary.
Finally, frustrated, Mr. Teller went to Mr. Seller and asked him what his secret was to get more sales.
“Stop telling and start selling,” replied Mr. Seller.
So, are you a Teller or a Seller?
This post was originally published on my blog, www.dononselling.com.
If you like my post, please read my book — Jumpstart your Sales Career, Help for New Salespeople.