Shut up and listen

Jason Fried’s forward to Bob Mesta’s new book ‘Demand Side Sales 101‘ has a few great sales tips. I cannot wait to read the Bob’s book as I’m an avid follower of JOTB.

‘It wasn’t until my manager encouraged me to shut up, watch, and listen. Give people space, observe what they’re interested in, keep an eye on their behavior, and be genuinely curious about what they wanted for themselves, not what I wanted for them. Essentially, stop selling and start listening.’

This can work in any relationship or negotiation. It’s something we all find hard, me included. Here’s another nugget

‘They didn’t care about the precise weight, or that this brand shaved 0.5oz off the model this year compared to last. They didn’t care what the color was called, only that they liked it (or didn’t). The tech- nical qualities weren’t important – in fact, they were irrelevant.’

Don’t focus on the features, focus on the benefit to your customer. It the case of shoes it could be how they make them feel not what they can do.

Listening is a crucial attribute of a successful sales person. If you listen well, your potential customer will always tell you what they want and how you can sell it to them.

Author: Ben Kinnaird


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