Want to increase sales? Want to increase average order size?
Well, then you might want to be quiet and listen.
According to a report from Raintoday.com, buyers want a sales person to listen, hear and understand the needs of the buyer. (Click here to download their free sales mistakes report.)
- 38% of buyers say that the salesperson did NOT listen to them.
- 30% of buyers say that the salesperson did NOT understand their needs.
- 30% of buyers say that the salesperson did NOT respond in a timely manner.
I have been writing about these issues for some time – and it’s not all sales’ fault because many of them are getting every possible inquiry tossed onto their desk as a ‘qualified lead’ so responding quickly to unqualified non-buyers has a negative impact on performance.
But there also seems to be a need for sales training – how to ask questions, listen and learn, then ask leading questions so you guide the buyer down the path to the right product and service. We’ve all sat through speeches – hell, it’s one of the main reasons I hated working for ad agencies because no one other than the GM and Creative Directors cared about the capabilities presentation. (“Hi, we think we can help your business – here’s 45 minutes of unrelated work we did for others.”)
Ah well, the point is that you can improve sales by focusing on the quality of the interaction with the buyer. Ask the right questions, get them involved, convince them that you understand their needs and that your recommendation is based on those needs.
Thanks to Marketing Interactions Blog for the post that caught my attention.
