It's nearly twenty years now since I joined the salesforce on the front line. Training? What's that. Sure everybody knows how to sell, right? Wrong! Back in those days we were just encouraged to sell, sell, sell. Good, bad, indifferent. It didn't matter. Just keep talking at them till you get a sale. If there are any objections, just drop the price. 'For you my friend, a very special price...'
Is it any wonder that when people think of salesmen, they picture Del Boy and Arthur Daly?
I think of those early days now like a man booked into a hotel room. He's looking out the window saying 'where's this view everyone's talking about?' Till suddenly it dawns on him – the view's at the front. He's been looking out the wrong window. That's what it was like when I had my eureka moment about sales.
I thought to myself, 'only a fool does the same thing over and over again and expects a different result'. So I stopped what I'd been doing. I stopped telling people what they wanted, and started listening to them telling me what they wanted. And suddenly I was looking out that window seeing the view. And I found that the more I listened, the more I heard. I was like the wise old owl in the nursery rhyme. Remember?
A wise old owl lived in an oak The more he heard, the less he spoke The less he spoke, the more he heard. Can't you be like that wise old bird?
Well, I became that wise old bird. I realised that when you learn to listen, customers not only tell you what they want, they'll tell you how much they're prepared to spend. And when you get really good at listening, they'll tell you the exact value of this purchase to them. Because make no mistake, every purchase has a particular value to the purchaser, and sometimes it's not what you'd expect. I learned to listen keenly. Actively. And I found that the better I listened, the better I got at sales.
Over the next year I became far and away our best salesperson. And all because I stopped selling, and started earning the trust of my customers. Then after a while I thought, you know what?
This isn't the Third Secret of Fatima, this is a skill. A skill that I can pass on to others. It's called the Psychology of Buying.
So, if you want to become a top professional salesperson, you've got a choice. You can either take the time to work all this out for yourself, like I did. Or you can come to one of my SalesTalk.ie seminars and save yourself a lot of time and heartache.