The idea of a salesperson talking too much during correspondence with a client is something that often makes a sales management team cringe, as this approach is likely to fail.
A salesperson needs to understand that they are making a value proposition and not a pitch. This means that they have to listen to what the customer thinks would bring value to their business, as opposed to leading off with their product or service.
The representative needs to give off the feeling that they are there to listen, as this will demonstrate to the customer that they are interested in what they have to say. Along with giving off the appearance of caring what the prospect is thinking about for their business, this method helps to open up a dialogue that is helpful to both the client’s company and the rep’s quota.
When someone is allowed to speak freely, they tend to open up more and show exactly what they are thinking. Questions tend to prohibit this type of thought, as it allows someone to shape their answers as opposed to a more open approach.
A salesperson should let the customer do the talking, but they need to prove their value in the relationship. It is a two-way street, but the needs of the client should always be put first.
The dynamic between a salesperson and a potential customer should be collaborative. The salesperson brings their knowledge and experience to the table. The customer brings their wants, needs and objectives.
A level of transparency should exist, allowing both people to bring value to the conversation by skipping the formalities. The two parties can then work together to formulate the best course of action to achieve the buyer’s objectives. It is the responsibility of the salesperson to create conditions for this to happen.
Only when the salesperson asks what the buyer’s objectives are, which can likely consist of a relief of pain, a move to increase wealth, improve efficiency, reduce turnover or satisfy a hunger, will they be able to process what the true needs of the customer are. They may not be up-front about the specific areas that they need to fill at their company are, and it is the representative’s job to get this information out of them through a targeted approach.
However, this is also something that could be revealed if the representative is able to get them to speak for an extended period. It is after this revelation is made that the salesperson can move forward with their value proposition and display their expertise in the specific area that is being discussed.
Then it is okay for the rep to lead in with their products to make an “on-target” recommendation for the client. Otherwise, the salesperson is talking about things that are irrelevant to the buyer.
Many sales opportunities are lost because of this error. Salespeople shouldn’t talk their way through a sale. Instead, they should listen their way through it. The best arsenal a sales rep has is a good knowledge of their products and services and a good set of open-ended questions.
This approach will ensure that both parties are happy with any deals that are struck, which also helps the representative in further dealings. Making a positive name for yourself in any industry is a way to acquire more business, and an honest approach to each sale can help to spread this positive information.
People in each industry talk, and word can get around if a negative approach is taken by a representative.