22 July 2014
There’s a common misconception when it comes to sales that the most effective attribute you can have is the “gift of the gab”. Whilst I agree that being able to communicate your company’s story in an engaging way is important, I think you can sometimes run the risk of doing too much talking and not enough listening. When it comes to technology, this is paramount, as you are often discussing complex processes and products.
A jargon filled barrage is going to act as a major turn off for most people. I know if I was on the receiving end of one, it would put me on the back foot and set a bad tone for the rest of the conversation. Why? Because when someone is talking at you for a long period of time, they aren’t asking your opinion or trying to figure out what it is that you want or need to run your business more simply or efficiently.
What’s important in any business conversation, not just in sales, is getting to know the person you’re talking to by asking questions and tailoring the advice or guidance you give to them without making them feel under pressure. Ultimately, I think people are less likely to buy from someone if they don’t feel like they understand or relate to them. Gaining and maintaining people’s trust is a big part of becoming successful as a business and, in my experience, the art of listening is central to that success.