The most important skill in sales.

The common perception is that to be a great salesperson, you have to be a glib, smooth-talker. The truth is the opposite. To be a great salesperson, you have to be a great listener, and that is a very different and difficult skill. Most people are terrible listeners. They're not really listening to what the other person is saying as much as they want to say what they are thinking, and they are often so desperate to get that out that they interrupt the other person mid-stream, which just shows contempt for that person.

Remember this axiom: "When I speak, I learn nothing. When you speak, I learn everything." In sales, what the customer is saying is why they will or will not buy.

If you're not listening intently, you'll miss it. Not only that, but you're missing the opportunity to make the sale by not being able to paraphrase what they said before moving ahead.

Have I lost you? Ok. When you paraphrase something, you repeat what the other person just said, but in a slightly different way. You just proved to that person that you were listening, and that is really important in establishing trust and rapport. "Let's say that the customer just said, "It's really out of my budget." Your ears should have pricked up because what they're not saying is "I can't afford it."

Your reply might go something like this, "I understand, John. It's not in your budget, but how far out of your budget is it?" Having answered the objection and asked a closing question, what you do next is essential.

You STFU for as long as it takes. (If you don't know what STFU is, ask a friend.) The second most important skill in sales is silence; it's your best friend.

#sales #artsales #sellingart