You talk too much: shut up and listen to your prospect

As Drew McLellan indicates the #1 reason why your prospect said ‘no sale’ is because of you talk too much during sales calls and meetings. It is in 38% of the cases according to the How Clients Buy: 2009 Benchmark Report.

Shut up
As a Salesman you should listen to your prospect. The prospect has a problem to solve and will hand over information that you can use during the sales process and in the sales process with other clients.
If you listen you have a 55% chance of winning the deal.

In most cases people will tell more than what they want to tell. Even if you don’t ask questions, they will tell you about matters and events, they shouldn’t be telling you.

Open ended questions
In case there is a silent space, don’t jump in with a stupid question or a wrong statement. Take your time, maybe he starts talking again first.
If not keep him talking with a short open ended question.

Thus instead of talking and turning your conversation into a series of sales pitches, let him talk.
Use the information obtained to:
- Support your solutions that your are trying to sell
- Change the proposed solution as you find out the company needs something different.
- Get a better impression and knowledge about the company you are going to sell to.
- Qualify the company even better.

Leads to understand needs
This will help you to overcome the third reason:
“Did not understand my needs” (30%)

Of course you need to answer in a timely manner (reason #2 – 30%)

Although it seems simple and obvious to listen; still it is hard to do during a meeting or telephone call as you are eager to convince your prospect.

How much do you talk during a meeting or a telephone call?
Are you capable of asking open ended questions?