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Central Scotland | amackie@sandler.com

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It is no longer a secret that the amount of information we are dealing with on a day to day basis has increased significantly over the recent years. It is normal for employees to pick up work emails at 10 o'clock at night from their mobile phone that's connected to the internet while being on a holiday. In fact, we could even argue that in some businesses it has become almost unacceptable to not to do so.

While mobile working has become a part of our working environment, so has the information overload caused by the almost constant access to technology and internet.

How and why is this relevant to you as a salesperson or manager? It's very relevant. If the way we communicate with each other has changed so dramatically over the years, as a salesperson or a manager you gave any thought to what effect has this had on the way we communicate with our prospects? 

In my experience, most salespeople fail because they do not communicate well enough. You see communication is not the information that you put out there... It is the response you get back.

1. Read Between The Lines

The seller’s job should be to read between the lines and learn the real meaning of the prospect’s questions or statements by asking great questions. For example, when your prospect says that they do not have the budget for it, what do you hear? If you are like most sales people, you hear a ‘No’, while all that they are saying is that there are no funds available at this point. How many times have you asked them what do they mean by that or if the funds would be available in near future? Not very often, you are just assuming that they are saying no….

2. Do Not Assume 

Assuming is another thing that most salespeople are guilty of. From my experience, I can say that many sales people listen to something their prospect has said, assume they know the ‘rest of the story’ and jump in to give their prospects what they think the right answer is. Well, the problem with this is that a lot of times we assume wrong. Rather than giving our prospect the opportunity to talk and tells us about their PAIN, we take this opportunity away from them to tell more about our products. When we do this, it no longer feels like a natural conversation with their trusted advisor (remember, in Sandler, the aim is for your prospect to see you as their trusted advisor) instead becoming just another boring sales pitch

3. Listen 

Finally, not listening enough is another thing many salespeople are guilty of. I mean, how many times have you heard a pitch from a super excited and enthusiastic sales person, who is talking 90% of the time (only 90%, if you’re lucky) about products that you don’t even want to know about and have not even mentioned products/ services you want to hear about? My guess is a lot of times because many salespeople use their initial sales meeting as an opportunity to sell almost anything relevant that their company has got to offer. What is your reaction to these salespeople and why would your prospect react any different?

Great salespeople are great communicators, but that is very different from the stereotype who could “Talk the hind leg of a donkey”. Great communicators get great responses by asking insightful questions (ones that the prospect may never have even thought to ask themselves).

Why is it important and relevant? Simply because the level of information people are dealing with on a daily basis is increasing and by the looks of it will not decrease anytime soon. Therefore, use the opportunity you are presented with to communicate effectively about THEIR needs and THEIR PAIN and then listen. 

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