Salespeak
Blah, Blah...Oh Yeah, and Blah
- 24 October 2011
So, are you listening? The greatest compliment that I can ever receive, (next to my hair looking good, which is extremely rare), is "You listened."
Funny thing is that if you know me, you are aware of how much I like to talk. I have turned a detriment as a child into a very lucrative career. I speak, train, facilitate, coach, and more. But the REAL DEAL is when I am selling something. That's when I shut up.
When I sell. I barely talk. I LISTEN.
How's your listening? And moreover, how can you tell if your customer is bored out of her skull? In a recent edition of "Psychology Today" magazine, an author covered just this topic. Here are a few highlights:
(I'll lead this off with... "Customers are bored when..."
1. They use repeated, perfunctory responses. Such as: "Oh really?" or "Interesting". (Not.)
2. There aren't interruptions. (Interpreted as bored customer who is unwilling to get excited.)
3. They ask simple questions such as, "Where did you go?"
4. There's a change of body position. (Mainly turning away from you.)
5. There's an abrupt change in the topic. This indicates the customer is ready to move on.
So if you find yourself in these positions at times, (i.e. boring your customer), let's take a look at how you can maintain interest WITH your customer (courtesy of me, NOT the magazine's author):
A. Vary your vocal delivery. Whether on the phone or in person, use lots of inflection in your voice to avoid sounding monotone or too one dimensional. Remember to stand or lift your head up more to get additional power into your voice. You don't have to sound loud; just interesting. One last tip, here is to smile into your speech. That way, you'll be lifting your vocal cords and will sound more pleasant and friendlier.
B. Use colorful words, but NOT long sentences. If you have lots to say, but aren't getting feedback, it's most probably because you aren't keeping your customer involved in the discussion/presentation. Ask questions after a short time of speaking to keep the person actively involved. (Hey, isn't it true that customer love to hear themselves talk? Some things never change.)
C. Use a visual. If you're on the phone, direct the customer's attention to a website, a slide, or something in front of them, such as a sample. Ask the customer to open the page, click to something, or direct them to take the product/brochure off their shelf and examine it. Many people are visually stimulated, so by literally directing a customer to a visual object or image is powerful. (You still can't talk too much, though. That's the rule, here.)
If you are in person with your customer, walk him/her around as you talk, pick up the sample, or ask the customer to try out the mouse. Whatever you are involved with, get the customer to DO IT. Taking posession of an object or a software program is a powerful method of preventing customer boredom.
Think these are simple suggestions? They are certainly in theory, it's the PRACTICE that sometimes becomes challenging. Case in point. Most companies have training programs that focus on PRODUCT information. When was the last time your company offered a course on "Listening"? If it's been awhile, maybe a reminder or a tune up is in store. (Hey, you can even call us. Shameless plug.)
After all, and you know this. It's the best listeners who win.