SALESPEOPLE, PLEASE - JUST STOP TALKING (AND LISTEN MORE)

Dan Storm
Sandler Training, Small Business Council 

I was on the receiving end of a sales pitch last week from a company that claims to eliminate the need for cold calling. Eliminate cold calling? You have my attention - please continue! 

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For the next 20 minutes I proceeded to listen. The salesperson on the other end proceeded to tell me about the specifications, features, and benefits of their service. I found my mind wandering to other tasks I needed to complete for the day. At one point, I unconsciously opened my email and started checking it. The worst part? When the conversation began, I was truly interested in the service I was being pitched. I was on the hook, and I completely disengaged because two things happened: 


1) There was not two-way discussion in the conversation. I gave up trying to have a conversation and started reply- ing to emails.
2) There was zero discussion about my needs. I assume the service could pro- vide some benefit to me, maybe even make my life easier. The problem? I never had the opportunity to under- stand how the service could help me because the “pitch” went into the details quickly, and the salesperson didn’t take the time to find out how the service may benefit me. 

I was able to ask a few questions, but it was clear the salesperson was just waiting to answer. 

Salespeople – A good general rule is the 70/30 rule. 
· 70% the prospect talking and you 
listening (not just waiting to respond) 
· 30% you talking. Most of this should 
be asking questions to understand the prospect’s situation. 

Bottom line: Telling isn’t Selling. A prospect that is listening is no prospect at all. As a sales professional – if you’re doing most of the talking, you’re missing an opportunity to understand whether or not your product or service fits a need of the customer. Without understanding if the prospect has a need for your offering, you’re wasting the

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