Yak yak yak yak yak yak yak yak…
Yep, that’s what we do. Sales people are so excited about their product or service, so conscious as coming across as the expert, so determined to make the sale that we end up drowning them with a torrent of information thinking this is what sales professionals do to be effective and successful.
When we do this we’re unconsciously focusing on ourselves, not the customer. Maybe we’re nervous, maybe we’re in a hurry, there are lots of “maybes”, but the result is that we fail to allow the customer to tell us what is important to them…and that’s the reason we’re there in the first place. By not listening to them we are affirming that we are there just to “sell them something.”
Try this. Ask a question you already know the answer to and then wait, just wait, until the customer answers. For example, “Can you tell me which parts of your home are not as comfortable as you would like them to be?” Acknowledge their response with an “I see” or “okay” and without additional comment write down exactly what they said.
This pause will last 10 or more seconds. About half the time the customer will think of something else to say, so acknowledge and write that down too. The rest of the time the customer will be watching you, reflecting on what she just said, and become even more impressed with how concerned you are about her problems.
By pausing, you are confirming to the customer that you are listening, and that you care. This will go a long way toward convincing her that you are the right person to choose for doing their work…and becoming your client-for-life.