When you talk there is only one thing you learn. The things you already know! That’s great if you’re a teacher, lecturer or dispenser of information. That’s not so good if you’re a salesperson.

Lots of people in business refer to the power of "ROI"…Return on Investment. Have you ever thought about the power of a newer type of ROI? Return on Information! Salespeople who are able to supply their customers this new breed of ROI will certainly be able to provide them the original breed – the customer’s Return on Investment for your product or service.

What is the information you want to glean from your prospect? Remember, the more information you have, the better chance you have of prescribing a solution that is right on target for helping your customer to get what he or she wants from your product or service. The specific information you’re after?

• What they will buy.
• When they will buy.
• How they will buy.
• Under what conditions they will buy.

Perhaps they underestimate its importance. Maybe they are in such a hurry to tell and sell that they don’t stop to listen and ask. They are so busy worrying about giving an effective presentation that they give the wrong presentation.

Time after time we uncover salespeople who have poor listening skills, poorer questioning skills and an apparent disregard for the prospects. Disregard, you ask? Yes, disregard. Here’s why.

Salespeople tend to be so focused on their own product, meeting a quota, earning a commission, winning a contest, staying ahead of competition, pleasing a sales manager or keeping their job that they tend to forget the key to achieving all these things. It is simply paying attention to – listening to – the prospect or existing customers.

Let me give a little 10 question quiz. Simply answer with a yes or no. Here we go:

Do you ever present your product or service and then have to "course correct" your presentation?

Do you receive frequent objections?

Do you receive customer complaints related to delivery or service needs?

Do you ever go into a presentation without the correct sales aids or tools?

Do you find yourself having to reunite proposals or action plans?

Do you ever interrupt a prospect?

Do you talk more than listen in a typical sales call?

Do you say things in your presentation that don’t add direct value to your prospect?

Do your prospects ever appear overwhelmed or confused by your presentation?

Do you find you have to make last-minute changes to presentations?

• Allow your prospect to do at least 50% of the talking in any sales interaction. In some cases it should be as much as 80%.
• Invest time in pre-call planning to better understand the dynamics, needs and direction of the prospect. Use this information to ask the right questions.
• Learn to ask questions. Master the art of empowering your prospect to tell you those things that are most essential to them and their buying decision.
• Listen more than you talk. Remember, when your prospect is talking they will tell you the things you need to know. Again, if you talk, you will only tell them what you know – which may or may not have anything to do with their decision to buy your product or service.
• Monitor yourself harshly. On your next sales call observe yourself. Be your own worst criteria. Analyze the quality of your questions. Monitor the amount of time you’re talking and the prospect is listening to you instead of you listening to them.

Are you missing too many sales by talking too much? Are you losing opportunities because you want to seize the opportunity to hear your own voice?

Give these simple tips a try. I hope you have been listening to what I have been trying to tell you – because your prospects and customers have probably been trying to tell you the same thing. The only difference is that my advice doesn’t come at the cost of missed sales, cancelled orders or dissatisfied customers. It only costs a few minutes of your time to read this column and a commitment on your part to initiate a few simple changes in the way you sell. But more important, it does require a change in your attitude and behavior. Are you ready to do that?

©2000 Bill Brooks, The Brooks Group, Greensboro, NC. All Rights Reserved.

For almost two decades Bill Brooks has been one of America’s most in-demand sales speakers. Bill has successfully accomplished what other sales speakers merely talk about. He enjoys real-world, legitimate sales success, executive experience, in-depth topic expertise, academic preparation, as well as the highest speaking and consulting accreditations. Bill has been a sales executive and marketing manager, an international sales award winner, CEO of a 300 million dollar corporation and successful college football coach with a 70% winning record. Bill is author of over 100 video and 200 audio programs, and 9 books. For more information about Bill Brooks’ speaking, training and consulting services; or learning tools, call 800-633-7762 or e-mail sales@thebrooksgroup.com or visit his website at www.brooksgroup.com.