The best salespeople pay attention to their customers

I’ve worked with a lot of salespeople over the years. The most successful all seemed to have at least one thing in common. They weren’t usually great speakers, but they were great listeners. They believed that selling was finding out what the customers wanted or needed and then helping them buy it.

Admittedly, it’s much easier to sell something to someone who actually wants it. Sometimes, they had to help customers figure out what they wanted or needed, but the emphasis was always on trying to figure out what particular item or version would best satisfy the customers.

The size of the commission or profit were hardly considerations. In fact, I’ve seen some of them talk the customer into buying a less expensive product than the customer was initially interested in. They knew the customers wouldn’t need or want all the bells and whistles. They wanted to sell exactly what the customer needed or wanted, no more, no less.

They wanted referrals and repeat business. Few things enhance your credibility more than suggesting the customer give you less money than they originally intended. Yes, it might reduce their profit on this sale, but they’re trying to fill the pipeline for repeat sales.

These folks always seemed to be head and shoulders above their colleagues that were trying to maximize their profit on each sale.

Regardless of what you’re selling, the principle seems to apply. Large computer systems, automobiles, insurance and every other industry does much better trying to benefit their customers as much as possible.

That’s how it’s supposed to work if you want to be successful and make a lot of money. Nowadays, it seems like many, if not most, of the salespeople have never heard this, or if they have, are simply ignoring it. They think they’ve found a better way.

Recently changing internet providers, I had to call the same company numerous times trying to finally get someone that would pause their sales spiel long enough for me to tell them what I wanted. I found a few, but they’d go right back to their script with no indication they heard or understood me.

I even visited two of their stores, each in a different state, with no better success in person than on the phone. I finally lucked out, but it shouldn’t be this hard.

Worst of all are telemarketers that call us and rush into their spiels hoping we won’t hang up on them. I’m sure most of these are absolute scams, but is it possible they find people stupid enough to fall for them? They’ll try to sell you a car warranty even if you have a new car with a full warranty.

Admittedly, cold-calling to sell is probably one of the most difficult jobs there is. The ones who are successful research their prospects, getting as much information as possible before ever attempting to call. Referrals are worth their weight in gold.

If we can demonstrate our genuine interest in their situation, their needs and wants, we’ll build trust and we’ll be in a much better position to hit the target when it’s time to tell them what we can do for them.

Quite often, the initial call objective is to get the customer to agree to see you. Their time is valuable, and they don’t want to waste it. Your chances are slim and none unless you can make them feel they’ll benefit from the meeting by getting something they actually want.

Once you get the meeting, use the same approach. Ask questions; get the customer to talk as much as possible. Take notes, even if you have a great memory. They’ll be impressed we feel what they’re saying is important.

When it’s time to make your offer, repeat the customer’s requirements and specifications and explain how the particular offering you’re proposing will best meet those needs. Again, shut up. Give the customer a chance to think and respond. You just might have a deal.

I know this sounds pretty simple, but there’s an art form, for sure. Some people become incredibly good at it. The others should probably look for something else to do.

Ronald J. Bourque, a consultant and speaker from Salem, has had engagements throughout the United States, Europe and Asia. He can be reached at 603-898-1871 or RonBourque3@gmail.com.