Talk Less, Sell More
Contrary to popular belief, sales is not about convincing someone to buy a product, or about explaining why a product is amazing. Any person that advises otherwise shouldn’t be offering advice. Sales is about offering solutions to problems.
Sometimes problems and solutions are simple: I need a way to share documents and files with my team (Answer: Dropbox or Box). And other times, someone doesn’t know they have a problem: Having a Youtube video on your site and not capturing data through an inexpensive hosting solution (Vidyard or Wistia).
Once you know what someone’s problem is, assuming your product can solve it, the sale should be relatively easy. However, most sales people get on the phone and talk, and talk, and talk. They spend energy explaining why their product is great or asking transparently leading questions which set them up to talk more. And, no one wants to be talked to.
Just like in your social life, you don’t want to engage with people who talk all the time. It is in our nature to want to be heard and listened to. Next time you are making calls, consciously think about how much time you spend listening to the individual on the other end. A good rule of thumb is that you should be talking half as much as the other person on the line.
It is easy to say, but to put in practice takes discipline. Give it a try, and let us know how it goes!