Lecturing is what professors do. Preachers preach. Sellers are expected to ‘sales’ talk.
However, a really good salesperson knows that he or she must actively listen just as much--not to the sound of his or her own voice--but to the client.
It’s almost a reflex to immediately launch into presenting all the facts, features and the benefits of a product or service. Here’s the pitfall: we are assuming to know and understand what the client is looking for. We end up wasting time: theirs and ours. How do we get them to talk? By asking questions.
Here are four reasons why you should make your clients talk more.
1.) It Makes Clients Feel Comfortable and Happy.
We like the sound of our names. We like talking about ourselves.
Humans are wired just like that. Several scientific studies have already backed this, claiming that self-disclosure actually lights up areas of the brain associated with reward and pleasure. When you get your clients to talk about themselves, they will subconsciously be more receptive to you because you make them feel good.
Engaging your clients in small talk (be sincere and pay attention or else they’ll think you’re just being mechanical) breaks the icy awkwardness of the initial contact. But remember that you’re not selling friendship or therapy. Some people probably want to get to the point immediately, so get them to talk more about their concerns about the product and the service.
Be aware that doing all the talking puts you at an aggressive stance. This naturally puts the client into the defensive mode, making them nervous or tensed.
2.) It Reveals What Clients REALLY Want.
When you let your prospects talk, you gain valuable insights to what truly concerns them. Their motivations for going renewable is where you can appeal the strongest. What holds them back is where you’ll need to work on--perhaps you’ll have to explain, enlighten, or offer options. But you’ll figure this out much later or not at all if you monopolize the business conversation.
When you do all the talking, you’ll just bore the client. Talk at terms that the average homeowner can understand and appreciate. MODsolar believes that simple works best so be easily understood. Excessive information can only confuse clients, making them step back instead of going forward with your proposal.
(Ask: What made you decide to go solar? What do you expect from going solar? How does this financing option sound to you?)
3.) It is Empowering.
Your clients will feel like they’re just some kind of a money tree if you’re being too pushy or impatient to close the deal.
Instead, make them feel respected and listened to. Not only will they trust you more, it will also make them feel that they’re truly a part of this process--because they are--and they’ll want to participate more actively.
If they feel pressured to say ‘yes’, they’ll just be unhappy and resist. Make them feel that the choice is theirs to make.
4.) It Opens the Brain to Suggestions.
Social scientists claim that the mere act of asking a someone about taking an action increases the likelihood that he will do it. In 1993, sociologists Vicki Morwitz, Eric Johnson, and David Schmittlein found out that asking 40,000 people about buying a new car “increased their purchase rates by 35%.”
Now this one sounds a bit cold and calculating, but neuroscientific researches say that asking questions impairs judgment. When thinking of an answer, the brain focuses too much that it loses the ability of paying attention to anything else. It just can’t multitask. (Back in school, have you tried distracting a teacher or delaying a quiz by raising questions?) We’re not saying you slip in some sneaky moves here! But it would just help to close the transaction easily if we can make clients less unnecessarily critical.
We can’t expect clients to make slide presentations of what they want and why. We get them to talk by asking beyond the empty ‘How are you?’ greeting, and beyond the mechanical ‘How may I help you?’ that most of the time, doesn’t really wait for a meaningful reply.
Your focus is not your product; it’s your client’s problems.