This may come as a surprise to some, but a sales professional’s secret weapon is not measured by the sharpness of their tongue, but in fact, the quality of their ears.
The difference between one person smashing their annual target or just making their budget, or becoming a world-class influencer, can be measured by the quality of the conversations they are having with the right people. Equally vital, and one of the most critical human features, is our willingness and ability to listen and tailor our communication specifically to the other person.
Being interesting also matters, and one of the best ways you can be more interesting to others is to demonstrate a genuine interest in them. This can be augmented by delivering more meaningful and purposeful questions, based on the information you are receiving.
We have all met someone who is a poor listener, and we often judge them as being either ignorant or arrogant, we then make an assessment of their character based on that. However, when you’re selling, this is the salesperson’s, not the customer’s, problem. Just because a customer doesn’t listen intently to you, doesn’t mean they’re not interested in you: it could mean they absorb information in a different manner to you.
Being conscious of these differences can help you dramatically enhance your ability to connect with and influence people.
This is an excerpt from Trent’s new book Outlaw: Fight for Your Customers and Sell Without Fear.
Trent Leyshan is the founder of BOOM!, Australia’s leading sales training and development specialist. He is the co-founder of Expand People and author of The Naked Salesman.
