Stop Look and Listen

One thing that's not easy to do is listen. If you've ever had sales training you know that the best thing you can do is shut up and listen but this goes against the nature of a salesperson which is to talk. It's ironic that the gift of gab got you there but the gift of really being able to listen will make you successful.

So far, the way I've been attempting to get business is by pounding the pavement. I tried targeting certain types of businesses that I know really well and sent them letters followed by a phone call - not even a tiny glance let alone a nibble. I tried cold calling businesses in a particular area - even worse. When I walk into a business and present myself to the owner, I at least feel I have a fighting chance of getting past their justifiable defenses. By talking to customers face to face, I can hear what they really have to say without just hearing, "No thanks".

By really listening to what people say, I'm not only getting clues as to what I can possibly do for their business, but I am also picking up ideas that can help me and my other clients. For example, I went into 5 different businesses in a strip mall a few weeks ago. 3 of them claimed they didn't need my services and rushed me out as if talking about issues might cause them right then and there. The other two, while telling me that they didn't need my services, welcomed me in and gave me valuable information. One place was an awards shop that actually could use my help but just didn't want outside advice. Although I think she was misguided in her thinking, she did tell me about a website that has proven to be very helpful with networking. In fact, I'm recommending it to all my clients as an undiscovered avenue to promote what they can do.

The second place was a salon that really is run very well and could benefit from me but if I was the owner, I would probably pass also as it really is running very well. I had a great discussion with the owner and walked away inspired to help others. This encounter benefited me and that is absolutely as valuable as getting a client. Taking the time to listen and not just walking out after a "No" has put good stuff in my "bank".

Listening does not just give you the clues as to how to close your customer, but also can whisper clues to help your business going forward.