“Your child has the gift of the gab, he should be in sales”, “your friend has the gift of the gab, she should be in sales.” We all have heard these phrases or some similar phrases like, “you talk a lot , you should be in sales”, but talking is not all sales is about and in fact, I’d go ahead and say that talking is just 30% of the sales and the rest 70% is listening.
Many people don’t (ones not in sales anyway) know or won’t admit that listening is more important than talking in sales, but it is what it is.
Let us share an example so that it is more understandable as to why listening is more important in sales, a person goes to an apparel store, asks the store representative to show him a grey suit, and the representative instead of listening to his specific demand, goes ahead and brings a black suit and says, “that would look more good on you”, now would he like that, instead of bringing a grey suit, the representative brings a black suit? Sure he’d like the little “look good on you” part, but he probably left his home, and went to the store, for something very specific, the sales rep (representative) is not entirely wrong here, maybe the rep had a bigger profit margin on the black suit, so he doesn’t even acknowledge the customer’s need for a grey suit, and this is where the rep was wrong, sure who doesn’t like more profits? But, a person in sales should always acknowledge the customer’s needs.
Even if the store rep doesn’t have a grey suit, he should still have acknowledged it and said we don’t have that but we have something better or whatever the next pitch he wants to pitch. Dodging the customer’s needs is never a good idea, it will leave the customer open to assumptions like “Does he even have a grey suit”, “I didn’t even ask for this, why’s he showing me this” and their mind will wander off, slowly killing their interest and whatever you have planned next for the customer, won’t matter.
So, listening is important, but that doesn’t mean that we cannot showcase our product or service, however, this should be done while respecting the customer’s needs, meaning once we can sell them anything, we just can’t force it on them. The pitch should be made in such a way that the customer feels they were never sold anything, but instead bought the product/service of their own accord.

Understanding What the Customer Needs

Solving issues is the soul of sales. You must understand what the client needs to accomplish that. You should learn more about your customers’ concerns, problems, and desires for your product or service by listening to them. Once you are aware of this, you may demonstrate to them why your solution is the most appropriate for them. By listening, you can learn about their deeper issues, pain points, and desires in addition to what they are requesting. Customers frequently fail to properly communicate their demands up front, and you should uncover these unspoken needs by paying close attention to what they have to say. You can learn a great deal about their particular struggles and objectives by posing intelligent queries and paying close attention to their answers.

Building Trust

Customers are more inclined to purchase from a reliable source. Gaining your customer’s trust involves listening to them and demonstrating your understanding of them. Customers are more active and cooperative when they believe they are being heard, which facilitates the development of long-lasting relationships.

Making the Sales Pitch Personal

“The most basic of all human needs is the need to understand and be understood.” – Ralph Nichols
Since each client is unique, a one-size-fits-all pitch is ineffective. Instead of employing a generic sales pitch for all, it’s important to address each client as an individual because they all have different requirements, interests, and worries. You may get the information you need to modify your strategy when you actively listen to what the client has to say, whether it be about their objectives, hurdles, or particular needs. You can present your answer in a way that specifically addresses their particular circumstance rather than just explaining what your product does.

Creating a Positive Experience

The experience of the consumer is equally as important as the final product. A consumer will have a good experience if he feels heard and understood throughout the sales process. The consumer feels appreciated and respected when a salesperson pays close attention to him, answers questions, and gives clear, useful information. Building trust and a sense of satisfaction can be greatly aided by this emotional bond between salesperson and customer.
For example- When a consumer is unsure whether a product will satisfy their needs or not, for instance, a salesperson listens closely, addresses similar questions, and then offers a solution that is ideal, instead of hurrying to close the deal. In addition to feeling reassured, the consumer values the salesperson’s commitment to helping rather than merely closing a deal.

The Power of Better Negotiation and Improved Communication in Sales

Improved communication and better bargaining are two crucial sales abilities that complement one another to promote success. Your capacity to listen well and relate to your customers’ worries is improved when you are aware of both your own and their feelings. Whether it’s features, price, delivery time, or something else entirely, you can determine what matters most to them thanks to this emotional intelligence. You can adjust your negotiating approach to provide solutions that meet their needs by being aware of these goals.
By paying close attention and recognizing their feelings, you may establish rapport, earn their trust, and handle challenging conversations more easily. A successful negotiation and a deeper, longer-lasting relationship with your customer are the outcomes. Long-term success and cooperation are established when you approach the communication and negotiating processes with a mindset of understanding and mutual gain.

Conclusion

In conclusion, listening is by far the most crucial sales skill, even though there are many others, such as understanding your product or closing deals. By listening to your customers, you may better understand their wants and earn their trust, address issues, and make their experience enjoyable. You may increase sales and create enduring relationships with your clients if you listen carefully.

Want to stand out and make a lasting impact in sales? Focus on sharpening your listening skills, they’re the simplest yet most powerful tools for success. At Cybrain, we value these skills and are always looking for passionate individuals to join our team. Ready to grow with us? Apply today!