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Are You Listening?

Submitted by Mitch Seigel on Tues, 7/28/2015

Sell, sell, sell…sell, sell, and sell! I get that. But are you selling based on what you heard your client tell you about their business? Or is it all about you and your products and services?

I’m a customer too, and I can honestly tell you that I cannot remember the last time a salesperson asked me about my needs, so they could customize what they told me about their products. This is one of the most important steps in sales, which allows you to differentiate services from the competition.

Listening is not something that comes natural to most people, so it needs to be worked on and practiced, over and over and over again. There are several stages of listening. Most salespeople are not active listeners. They appear to be listening, however they are really thinking about what they want to talk about next, instead of paying attention to their prospective client.

Listening to your client is not only the act of active listening. It also shows your client that you have interest in their needs. This wins over many clients, even if you already know in advance, the answers to your questions. Taking time to conduct a true needs assessment is the most important part of a sale. It should always be included in the sales process. Are you listening to your clients?

What are your challenges when it comes to listening to your clients? I look forward to hearing your comments. Until next time…