Disconnect and Sales

In the sales game, it is always important to listen to the person on the other end of the conversation. This is crucial because not only does it give the various signals that the sales team needs to pick up on to understand that the customer is ready, it can also be useful in picking up signs that there is a disconnect between what the prospect wants and what the salesman wants. If that disconnect isn’t fixed within a short span of time, all that will occur is a lost sale.

A disconnect can occur for a number of reasons, and not all of them will necessarily involve the customer simply not wanting what’s on sale. It is entirely possible that a salesman’s inability to listen to what the customer is saying will turn them off from making a purchase that, prior to encountering the sales team, they wanted to buy. Sometimes, all it’ll take is a moment or two to give the customer something that they want that is only tangentially related to making a sale.

For example, if the customer is interested in getting a booklet or catalogue of products, that usually means that they want to look into what the company has to offer but on their own terms. That interest can be cultivated, but only if the customer doesn’t feel forced into it. If the salesman pushes ahead and tries to sell them something instead, it’ll come off feeling like a hard selling strategy and potentially drive a prospective buyer away.

Listening can also help a sales team pick up cues in what the customer is saying that could help them break through any objections. Customers have a tendency to leave little hints in what they say about what they’re worried about when looking at a product, even if they don’t say it directly. A salesman that can pick up on those subtleties can have an easier time overcoming objections and potentially closing a sale.

Every trainer will emphasize the importance of listening skills for a sales team. Unfortunately, not every sales team has picked up on the lesson.


Leave a Reply