The number one mistake of inexperienced or ineffective salespeople is the tendency to equate selling only with talking about their product or service.

No I haven’t lost my mind. But think about what I’m saying for a moment. If the salesperson doesn’t take time to find out what their clients really need and want and why you want it, their chances of providing you with the right solution to meet your needs are slim to none.

If you take the time to ask great questions and listen to the answers, the chances of you making a sale are much higher. When you do finally come to talk about your products features and benefits, you only need to talk about the things that are relevant to your client based on what they have already told you.

Another benefit of this approach is that you get far fewer objections because you really understand what client’s position and are recommending solutions that are appropriate.

1 Comment

  1. Andy Dobson on 21/07/2007 at 08:48

    Hello Gavin, this dovetails perfectly with the basics of things like 6-Sigma where (horror of horrors)you actually ask the customer what is important to him!

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