Walter, a veteran sales rep, had a legendary reputation for talking and a costly reputation for not listening. On one sales call alone, a manufacturer's rep working with him picked up on three clear buying signals from the prospect, while Walter never even slowed down. He kept talking, even though the customer had heard everything he needed to hear. Because Walter didn't take the time to listen to his customer, he left without making the sale.
ACTION ITEM
Talk only one third of the time you are with prospects. If they don't talk, ask questions. Train yourself and your team to listen. After all, it's your customers' needs, not yours, that must be satisfied. Give them a chance to express their needs.
Great companies develop great people who know how to listen effectively. The problem is that most prospecting conversations aren't about talking and listening; they are about two people just waiting for the other to stop talking. Most prospects will drop buying signals when they're ready to close the deal. It's your job to make sure you can hear them!