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Sales: An Economy of Words
By Michael S. Finn, RRP
The prototypical salesperson is a fast talker in a plaid jacket, dripping in gold, who does
not let the customer get a word in edgewise. As with everything people evolve. Years ago this approach may have
worked, maybe the customer was naive or just intimidated. Well, it's a new millennium and customers do not respond
to this approach. Millennium or not, they haven't for years.
Like everything in nature, when the prey evolves so too must the hunter. Sorry about the analogy, but it works.
Customers are getting smarter; they have heard all the flashy closes, the half-truths and the intimidation. So
if this approach does not work and many times is borderline legal and ethical, why do some people still use it?
It's time to change our approach.
One of the easiest ways to be progressive is look backwards. In history, the best negotiators and influencers were
great listeners. Read a biography of Socrates, Ben Franklin, Abraham Lincoln, Henry Kissinger and even Jesus Christ.
All these people were able to influence history by simply "listening". Granted we are changing history
with the sale of vacation ownership. But we are trying to sell more vacation ownership. And effective listening
is a key ingredient.
I was once told there is a reason god gave two ears and only one mouth: "He wants us to listen twice as much
as we talk". I love simple math. Now that we know how important it is to listen, we need to know what to listen
for. Many companies have gone to a more consultative role regarding sales and this is good. We just must keep in
mind that we must always know how to ask for the order, or we will be very informative, make many friends and become
very poor.
Now that we know that we must listen, we need to look at what we are listening for. This is where I may differ
with conventional thought. I, as many others, have been taught to listen for their needs. While this is somewhat
true, I am very careful using the word "need". Most people have a basic "need" for water, food
and shelter; past that it could be considered luxury. For this reason I try to gear my presentation towards someone's
"interests". If you find their "interests" they will create the "need" for themselves.
It's kind of like asking "if someone would like to become a part of our club today" or "if they
want to make a lifetime commitment to vacation with us".
There is so much in the way of psychology and messages going on with both sides of a sales presentation. If you
are patient and let the presentation unfold the buyer will tell you how they want to be sold. Just listen for it.
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Michael S. Finn, RRP,
writes an insightful bi-weekly column regarding issues of ethical and profitable sales & marketing. Read his bio here
Email: Michaelsfinn@aol.com Published
on Mondays.
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