Here’s an irony with an added component. Sales professionals are hired because of their abundant verbal skills. We like to talk. While that is true, we must simultaneously be good listeners too.

Rules 1 And 2
Most people perceive a good conversationalist as one who is articulate and a good listener. However, these two abilities don’t always travel in tandem. There are those who won’t stop talking and those who never add anything to the discussion. I think we would all agree that as sales professionals we must be able to do both to be effective.

Rule 1: Be a good listener.
Rule 2: Have above average verbal skills.

The 3rd Rule
A sales professional must add a third component to this mix. The ability to economically enlighten our customers. To say what we need to say in a concise way. I know there are times when we are relationship building when this third rule does not, and should not, apply. We need to apply the third rule when we are providing information that is directly relevant to the sale, such as advice about our products or services.

The Payoff
Just like the other two rules, the third rule is easier said than done (pun completely intended). It’s mentally easier for us to be verbose instead of to-the-point with customers. We have to work at verbal economy; it doesn’t come naturally to most of us. However, there are many benefits.

1. When we tighten our words, we are forced to think before speaking. We are less likely to blather and more likely to say what the customer needs to hear.
2. Sales professionals who can get to the point always look prepared, smart and knowledgeable.
3. Talkative sales professionals come across as having too much time on their hands. Remember, customers and prospects prefer buying from busy sales professionals.
4. The higher up the decision maker tree you go, the less time the decision maker will give you. Focusing our words gets us the best ROI (Return On Investment) for that limited time.
5. We all know the foundation of sales is partnership. More time is provided for relationship building when less is used for data transmittal.

Be a good listener. Have above average verbal skills. And, keep your words focused.

©2010 Scott R. Sheaffer

Related posts:

1. The Myth of Body Language in Communication
2. A Child And An Iraqi War Hero Teach Us About Customer Communication
3. A Communication Sales Tip You Won’t Forget

Tags: language, listening, questions, speaking

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