It’s More About Listening Than Talking
The stereotypical salesperson is a smooth talker. In reality, the most effective salespeople are better at listening than they are at talking.
Identifying customer needs is the essence of salesmanship. The more accurately you identify those needs, the better you can meet them.
Good salespeople ask questions. Lots of them. They then listen to the answers, carefully.
- Is the wet suit you are looking for going to be for warm or cold water?
- Is there a particular style, make, model or thickness you are looking for?
- What colors would best match your other equipment?
- Are there any specific features you want your wet suit to have?
Questions such as these enable you to restate your customer’s needs in a way that allows him to confirm that you have a clear understanding of what he wants. In other words:
“So, if we can put you into a 3mm Hyperstretch jumpsuit with either blue or gray accents, that will be what you’re looking for…right?”
So long as you have (or can easily get) exactly what the customer is looking for, the sales process can be surprisingly easy. Most importantly, you won’t waste your time — or the customer’s — trying to put him into something he neither wants nor needs. And you will close a lot more sales.
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