Professional salespeople learned that they should never ask a
question, make a statement, or behave in any way unless it's in
their best selling interest.
But it wasn't
always that way.
When they were
new to the selling profession, they didn't know much about their
product or service, the needs of their customers and prospects, or
their company's competitive positioning in the marketplace. They
were "dummies" (a descriptive term, not a judgmental term.) They
didn't talk much. They asked a few "dumb" questions like, "Why would
you want to buy my product?" and let the prospects do most of the
talking.
They allowed
the prospects to explain what they wanted, why they wanted it, and
what they would do to obtain it. Not knowing any better, the "dumb"
salespeople only presented the aspects of their product or service
that addressed the issues the prospects mentioned. Somehow , perhaps
by accident, they closed sales.
Eventually,
they attained "amateur" status. They obtained substantial product
knowledge, learned a considerable amount about the needs of
potential customers, and uncovered the weaknesses of their
competitors. Not a bad thing - except they felt compelled to display
their newfound knowledge.
During
presentations, they gave out more information than was necessary.
Sometimes, they painted themselves into corners from which they
couldn't escape. Frequently, they found that prospects needed time
to "think-it-over" as they consider all the information eagerly
provided to them. The "amateurs" still closed sales, but fewer of
them.
At some point,
they looked back at what they did as a "dummy" (which was to ask few
questions and let the prospects do most of the talking) and the
number of sales they closed, and decided that the "dummy" approach
was a better strategy. At the moment they made that decision, they
attained "professional" status.
Now they
withhold their encyclopedic knowledge and only reveal bits of
information when appropriate to keep the selling process moving
forward. They ask those "dumb" questions and gather appropriate
information with which to frame their presentations in the most
favorable light.
As a
professional, they do what they did as a "dummy"...on purpose. They
talk less, listen more, and "accidentally" close more sales.
©
Sandler Systems, Inc. All rights
reserved.
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Executive Briefing: 
