Want to sell more? The best advice may be to talk less.
The biggest mistake in selling is thinking that “if you just get the chance to ‘make your case’ — your prospect will be compelled to buy,” says Lenann McGookey Gardner, president of YouCanSell.com, a marketing consult in Albuquerque. “Selling is not telling.”
The reason why, she writes, is because of the way most prospects listen to a sales pitch.
“When confronted with the opportunity to buy something, the buyer’s attitude is always ‘Why do I need this,’” Ms. Gardner says. “The more you talk, the more likely you are to say something that causes your buyer to say: ‘I don’t need that specific feature. That’s why I don’t have to buy your product!’”
Her suggestion is to find out what problems the customer has and then explain why your product or service can help solve them.
Photo by MSDesigns.
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