It’s been said that we were given 2 ears and 1 mouth for a reason; so that we listen twice as much as we talk. We’ve also heard the quote from Theodore Roosevelt when he said, “People don’t care how much you know until they know how much you care.” So why is this still an issue in modern sales interactions? Has the market changed? Are people in such a hurry that they just need and want a quick transaction? It seems that in general, people think that a 3-sentence email or text takes too much time to read. So, if clients don’t have the time or patience to hear us, how could they possibly slow down long enough for us to hear them?
In Stephen Covey’s book, “The 7 Habits of Highly Effective People,” Covey suggests something like what we’re talking about here. Habit 5 is “Seek First to Understand, Then to be Understood”. Well, the more things change the more they stay the same. Even though we’ve become a society of a low attention span, immediate access, and ‘have it now’ers’... SALES IS SALES IS SALES!
There is a need that has been exposed or needs to be uncovered, there is a solution that fills the need, and there is a transaction where the solution is purchased. The key is that people buy from people (or entities) who they know, like, and trust. That relationship may start from a networking event or social media so they can get to know you and like you. Trust can begin to be established, but this is where some sort of interaction needs to take place. If it’s all by text or email, a certain level of trust can be created.
The next level would be communicating by phone. Getting warmer yet? Maybe interacting through a Zoom meeting or a FaceTime call would be a better option. And the best, of course, is an in-person visit. In most cases, the higher the value of the purchase the more likely that an in-person visit is essential. Of course, exceptions exist, don’t they? People are now buying vehicles online and several investors have purchased homes they’ve never seen through a realtor who they’ve never met. Just remember, your ability to close the sale will depend on you building trust and being the type of person who your client knows and likes. Build that relationship through the best channel possible, and you’ll improve your closing percentage. Get to know them by listening and interacting with what they say and need. Be true in your interest and concern!
Yes, our world has gotten more complex, but as much as it’s changed, a lot has remained the same.
~S. Paul Moehring
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