Reasons Why Salespeople Suck At Listening
There are a lot of different reasons the average salesperson isn't the best listener.
These thoughts are usually figuring out how to approach the situation, figuring out what to say next, and how to deal with the potential of rejection. That being said, professional salespeople and those with experience learn how to effectively deal with these thoughts.
1. They Are Tired
A lot of salespeople you will come across will tell you about their lack of sleep, and they will wear it like a badge of honor. When I was closing my deal from my corner office in the heart of New York City, I was doing the same thing. That being said, with both time and experience, I quickly learned that lack of sleep was negatively impacting me in several ways. For one, it was harming my ability to sell. After all, selling isn't easy at all. It requires a lot of mental fortitude and clarity. Therefore, if you aren't properly rested, you will find it difficult to sell as well as you could.
2. They Are Impatient
Speed doesn't always equate to efficiency. A lot of the time, doing something faster will cause even greater inefficiency. Having to constantly go back and correct errors will only end up taking more of your time than if you were able to do it the first time the right way. This is even more true when you are dealing with sales. While it would be great if you could, there is no way to speed up the listening process. You have to listen and allow the sale to come to you.
3. They Don't Realize Their Prospect Has a Need To Be Heard
A lot of buyers just want to be heard. This is true in both B2C and B2B situations. By simply listening, you should be able to generate more interest.
4. What Are You Listening For?
There is a popular proverb that goes something like "seek first to understand." This proverb couldn't be more true when it comes to selling. You don't want to only listen to be polite, but you should be listening to seek understanding and to gain the information you can use in your sales pitch.
To accomplish all of this, you must be interested in providing a solution for your prospect.
- What is the problem that your prospect is dealing with?
- What does your prospect fear?
- How is it negatively impacting his or her life?
- What is your prospect thinking is their solution?
- How would what you are selling change their life for the better?
- What would your prospect gain from fixing his or her problem?
Here are some tips from Plumbing and Heating careers to make yourself a better overall listener.
Start By Clearing Your Space
By having an organized setup, you should be able to clear your mind at the same time. This is sort of like having a calculator and pressing the 'clear' button before starting a brand-new equation.
You will want to try to be an active listener. You want to acknowledge that you are listening and that you are hearing what the prospect is telling you through visual and audio cues.
By taking notes, you should be able to come to a better understanding of what your prospect wants and needs.