Have you ever thought about the disadvantages of talking too much, especially if you’re in sales? The effects can have a negative impact on both your results and your personal income.
Unfortunately, most salespeople start selling too soon, and the simple reason is because they’re talking too much.
When you’re doing all of the talking, you don’t learn anything concrete about your sales prospect, and you can’t differentiate yourself from other salespeople. It’s much better to start solving your sales prospect’s problems and emphasizing the solutions your products provide.
Let me paint you a picture—one I’ll never forget.
One December about 15 years ago, my wife Bernadette and I were living in Illinois. It’s about 7pm and Bernadette wanted to look at new cars. She wanted to get the same make and model she bought five years earlier because she was happy with it.
As we pull up to the front door, we spot this huge salesperson sitting at his desk with his arms and legs spread as wide as he could.
He looked like a walrus.
As we walked into the showroom, he got up. I swear he had this look on his face that seemed to say, “They’re mine.”
The first words out of his mouth were, “Can I help you?” then immediately, “Magnificent! Simply breathtaking!” I had never heard such a thing before in my entire life.
Throughout his babbling, he never asked my wife (remember, it was her car) a single question. After just a few minutes, I said, “We’ll think about it,” and we left.
This man was an imposter.
He was doing his best to impersonate a professional salesperson. The problem was that he didn’t look like one, he didn’t sound like one and he certainly didn’t act like one.
What if Walrus asked my wife just this one question?: “If you could change anything about the car you are driving, what would it be?”
She probably would’ve said, “The 62,500 miles on my odometer, because I want to avoid costly maintenance repairs.”
With that information, a professional sales representative would be able to tailor his presentation to my wife’s specific concerns. But he didn’t. We left and went across the street to a Chrysler dealership where my wife purchased the first of three Chrysler minivans.
The Walrus didn’t lose one sale—he lost three. And he doesn’t have a clue.
Here lies the secret of finding more selling success in your sales territory.
Start solving your sales prospects’ problems and stop talking about your products. Do this and you’ll increase sales fast—really fast.
The one thing that transforms good salespeople into great salespeople are the questions they ask. You won’t get much pushback from your sales prospects when they’re responding to your intelligent questions.
When you put the latch on your lips, your sales will take off.