Just listen ...

This morning I was watching a webcast about selling stuff on the internet (stuff being the technical term for anything that people want to sell, from content to services to tangible processes). One sentence resonated, staying with me throughout the day.

"When was the last time you spoke to a customer without trying to sell them something?"

Every week I receive one or two sales calls - in Dubai these are usually from banks or financial advisers. More often than not they launch into a prepared script about their product. They haven't asked me what I need, let alone taken the time to establish that I need anything at all. They pitch their product or service as though whatever they are offering is something everyone will want, regardless of their individual differences. My credit card requirements as a single woman of a certain age will be the same as those of a 20-seomthing who's just left home. Or so they seem to think.

They deliver their pitch in such a way that you know the clock is ticking. You can almost hear the voices in their heads:
- Should I give up now?
- Was that a flicker of interest?
- Maybe she's worth another 30 seconds before I decide to hang up and try the next call.

Yet, when someone does stop and listen to us, when someone asks what we want or need and then waits for the answer, and listens to it, most of us feel far happier about spending the time talking to them, and are probably more open to buying whatever they have to sell.

If you're in sales, give it a try. Ask one good question (a nice open ended question designed to give them scope to talk) and then listen. If you must make a noise, make sure you're encouraging them to keep speaking. About what they want, about what they need.

Give it a go. I'm sure you'll discover that you understand their needs more deeply - and when that happens, then you can think about maybe selling. Get used to this process, use it a few times, build up a relationship with your prospect. When you make the investment you will reap the financial rewards.