Be An Active Listener

When it comes to performing sales, common listening is not sufficient. To be effective, you must be “actively” listening.  What do we mean by actively listening?  In addition to hearing what a prospective client is saying you must make sure you understand and interpret what they are telling you on a more intimate level.

• The ideal way to ensure this is accomplished is to confirm what you just heard.  For example, a prospective client says to you “…for the last 3 months our accountant has had trouble getting us our financial statements on time”.  To this statement, you may reply two different ways.  First you may say…

“Our company always provides financial statements on time”

Or you may say

“To clarify, you are saying that you require timely financial statements to conduct your business. What time frame would you consider “timely”, so we can make that happen?” 

• Guess which is the better option?  By restating their concern, you demonstrate to the prospective client that you are not only listening to what they are saying but it also shows that you are thinking of ways to help them resolve their concern.
• Remember, selling is not always about YOU selling but rather having the prospect sell themselves.