The biggest mistake beginning sales people (and most veterans) make is that they get in the door and are dying to tell their prospect about their product. They have so much product knowledge and are so eager to share it, that they forget to find out what is relevant to the prospect.
This is a mistake because you can’t sell unless you understand your prospect’s needs. You discover their needs by listening, not talking.
For example, you could visit four prospects who all need computers and each one will have different perceived needs for that computer. One brand of computer could, in fact, satisfy the needs of four different customers, but one pat sales pitch will not excite all of them. It definitely won’t sell all of them. Your job on a sales call is to find out what each prospect is looking for.
Have Fun,
Alan
Comments(7)