Last time, we covered a basic selling skill: asking questions. After you have asked a question, the next step is to keep quiet and listen for the answer to the question.

To be a good listener, there are a few simple and obvious habits that should be perfected. For some reason, many people will ask a question and, without waiting for an answer, answer their own question. Once you have asked a question, resist the urge to talk — give your customer time to answer. In everyday life, test this by asking a lot of questions and grading yourself on whether or not you answer your own questions.

Beyond waiting for an answer and listening closely to that answer, there are a few fundamental steps to listening. Eye contact and a sincere interest in what is being said are important. Good body language, such as a smile and a nod, tells your customer that you are listening and are interested. Ask for clarification, and add an occasional “OK,” “I see” or “I understand.”

Taking a few notes on important issues without breaking the communication link tells your customer that you are interested in his or her problem. Somewhere along the line, someone gave me something called the “Listening L-A-D-D-E-R.” It serves as a good checklist:

    L – Look at the person you are talking to
    A – Ask questions
    D – Don’t interrupt
    D – Don’t change the subject
    E – Empathize
    R – Respond verbally and non-verbally

Remember, your prospect can only agree to a sale after you have stopped talking.

A good listener can control the conversation and steer it in the direction that will lead to the answers the listener is seeking. Try it. Once you get experience, you’ll see how well it works.

By this time, you should have determined that you are talking to the decision maker(s). I have seen sales lost because a great presentation is made to the wrong individual.

Also by this point, by asking questions and being a good listener, you are ready to make some suggestions to your customer that are designed to solve his or her problem(s). This process may be done in one sales call or many. In some cases, it may be better to ask the questions, listen to your customer, take notes and then say something like, “Thanks for your time and sharing your thoughts with me. I am going to go back and do some research and I will come return with a few suggestions.” A survey form works well. Create one for various subjects: hard floor, carpet, restroom, etc. Circumstances will differ. You be the judge.

Now comes your sales presentation. One old and effective method of making a sales presentation is using features, advantages and benefits (FAB). Each product has several features, advantages and benefits.An example of a Feature: the brushes on this machine have two different lengths of bristles. The outer bristles are longer than the inner bristles.

Advantages answer the question “What does it do?” Example: You can reach down into a grouted floor and deep-clean it.

A Benefit explains what the features and advantages really do for your customer. Example: When you use this brush, you will deep-clean your grouted floors much better and in less time, saving you time, money and getting your floor cleaner.

Many salespeople get carried away with listing features and assuming their customer knows what it means to them — not a good idea. Always explain what the feature and advantage means to them by explaining the benefit in their terms, usually how it saves time, money and does a better job. Remember: features go on a spec sheet, benefits need to be demonstrated.

In our next issue, we will conclude our look at the sales process by discussing how to answer objections and close the sale.

To share your selling ideas, fax: (414) 228-1134, contact Mr. Dixon at (877) 379-3566 or e-mail.




POSTED ON: 9/1/2004