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Luckily for me, my next escapade was tailor made. Dun & Bradstreet hired me as a salesperson in an enterprise based upon a new technology called data processing. D&B had just computerized its entire data base of credit information on millions of companies and was now selling information for marketing purposes.
For example, if your company sold ice to Eskimos, D&B could give you a printout of all the Eskimo companies in your market area, with pertinent information such as the number of Eskimos in each company and the names of key decision-making Eskimos. This was cutting-edge stuff back in 1968.
Well, my sales territory was the Canal Street area in New York-the armpit of Manhattan Island. This was the toughest place to try selling door-to-door, which is what I was being under-paid to do. I learned very quickly that the key to success in selling-as it is in negotiating-is keeping your mouth shut and listening to what people have to say.
I discovered that my sales prospects would tell me everything I needed to know in order to make the sale-if I just kept my mouth shut long enough. If I tried to make a flowery presentation, I would be thrown out. But if I let them tell me what their problems were, they would buy anything from me-even ice.
Staying In Shape
It turns out that listening is not a difficult art to master. In fact, it's quite simple. It's similar to what I go through in order to keep physically fit. The easy part of staying in shape is doing all the exercises. The hard part is getting to the gym on a regular basis. The excuses I come up with for not going are amazing. Once I get to the health club, I'm home free.
Learning to listen is the same. The hard part-the equivalent of "getting to the gym"-is shutting up. If you can train yourself to keep your mouth shut most of the time, you will be a great listener and a greater closer.
Listening Tips
Once you have learned how to keep yourself from speaking, the art of asking questions is the shortcut to effective listening. Here are some tips for asking questions:
Ask open-ended questions. Questions that can't be answered with a simple yes or no. "How could we do this?" "What do you think?" Your objective is to get the buyer to talk as much as possible.
Don't ask questions that put them on the defensive. For example, "Why?" is intimidating. Don't ask "why?" Ask "how come?"
Ask "What if?" What if we did it this way?
Ask for their advice. "What would you suggest we do to resolve this?" Everyone loves to be asked for advice.
Offer alternatives. "Which way would you prefer?" This demonstrates your respect for the buyer and is a great closing technique.
Ask about their feelings. "How do you feel about this?" People love to have their feelings validated.
Repeat back what they said. "Let me be sure I understand what you're saying. You're saying that...?" This technique will prevent misunderstandings and convince them that you really are listening.
Being a Detective
Well, there it is. Now all you need to do is practice. If you want to watch a role model for all of this, turn on a rerun of a Columbo episode. He's my role-model. I advise all salespeople to think of themselves as detectives.
One more thing. If you get to St. Paul de Vence, do me a favor. Don't be an ugly American. Take whatever they give you.
-- By Ed Brodow, CEO, Ed Brodow Seminars, Inc.
Ed Brodow is the author of 'Negotiate With Confidence,' negotiation guru on PBS The Business Channel, and motivational speaker presenting customized keynotes and seminars to corporations and associations. He can be reached at 831-372-7270, ed@brodow.com or www.brodow.com.
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