Stephen Covey, author and speaker, once said, “Most people do not listen with the intent to understand; they listen with the intent to reply.”
This holds especially true for most new salespeople — they do not really listen to their prospects. They are waiting to talk — to talk about their product or service, their agenda, their company, what they want. But the key to high close ratios and record sales is listening … listening to find, to be exact. Listen to understand their point of view, their challenges, their concerns, their objectives. Once you know what the prospect really wants, learn why they want it and what it will mean to them to achieve it. Only then are you in a position to offer solutions that will help them reach their goals. Frank Bettger said, “Find out what people want and help them get it!” Short and sweet.