Do you listen to reply?
There’s a whiteboard meme making the rounds that is ringing true for people in many professions:
The biggest communication problem is we don’t listen to understand, we listen to reply.
For salespeople – both new and career sales professionals – the concept of listening to understand your client’s needs is vital to getting the sale and keeping a customer. A skilled sales pro can make the sale: but a sales rockstar – a sales assassin – is a pro at customer retention. They understand that making the sale is only the 1st step in building a relationship with your client.
When I train sales teams I instill 3 basic principles for sales success:
1. Listen to Understand, Not To Reply
2. LISTEN <–> SILENT
3. Listening = Learning
You can’t hear the message if you’re not listening to your client and paying attention to the opportunities presenting themselves. Sales 101 is that in order to be successful in sales you have to listen to your customer in order to qualify them properly, and understand and meet their needs.
Listening is a skill, and like other skills listening can be learned. Learning and practicing your listening skills is an ongoing process, not a one-time event. When you are listening to understand your client’s message, you can also understand your client’s needs.
Understanding your client’s needs and problems is essential to solving their problem. When you solve your client’s problems, you are on the path to building a long-term relationship and customer.
this article originally appeared on LinkedIn
about Anthony Caliendo:
I am The Sales Assassin: I’m an entrepreneur and sales professional with over 20 years of successful sales and sales management experience. My expertise in sales, marketing and business development spans from small business to international companies.
I’m the best-selling author of The Sales Assassin: Master Your Black Belt in Sales, winner of the 2015 USA Book News business book award for entrepreneurs and small business.
I provide personal sales training: I consult, speak and coach on growing and motivating your sales team to businesses, corporations and conferences across the nation, as well as a sales expert source for media and professional organizations.