Contrary to what you’ve heard, selling is the oldest profession in the world, because “In the beginning,” the serpent sold Eve the apple. You might say she bought wholesale and then sold the apple retail to Adam. And as we now know, that was one expensive transaction.
One characteristic that clearly separates humans from the other animals identified in Genesis is ego. And while ego can be a beneficial motivator in selling professionally, in order to sell successfully, we must do something that’s in direct conflict with our ego — we have to let someone else talk.
Imagine you’re on a sales call. What are you doing? Are you telling the prospect about your products, pricing, etc.? If that’s what comes to mind, your selling career could be doomed.
Of course, it’s important to deliver your company’s message. But if you talk about your stuff before you know what the customer wants, you’ve put the cart dangerously before the horse.
So, if the gold we seek is in the head of our prospect, why do so many salespeople spend so much time in front of so many prospects running their mouths? It’s that conflict thing again. Sadly, the mouth — not the ear — is the ego’s tool of choice.
The Blasingame Mint has once again struck a new axiom and a handy acronym to go with it: Shut Up - Listen - Sell! SULS. Tattoo those four letters on the palm of your hand, because that’s your first job.
Here are four important steps to remember when practicing SULS.
1. Keep Them Talking.
Even prospects who aren’t egomaniacs like to talk about themselves, their businesses and their pain. Remember, the gold you seek is in your prospect’s head. You need time to mine that gold, which can only happen when the prospect is talking – not when you’re talking.
2. Maintain Eye Contact.
The most valuable thing your prospect can do for you is talk about what’s on his mind. Nothing stops this flow of golden information quicker than when it appears you’re not listening. And here’s a gender tip: Women prospects have a keener inattention antenna than men.
Concentrate on your prospect’s every word and expression. Don’t think about what you’re going to say next. (The next tip will make this easier.).
4. Wait Three Seconds.
While the prospect is talking, train yourself to wait three seconds after you think the prospect is finished talking before you say anything. Waiting three seconds will help you concentrate on what is being said instead of what you’re going to say, you’ll still have time to think of your next question, and you’ll never commit one of the cardinal sins of selling: interrupting the prospect.
Successful professional selling happens when the prospect does most of the talking.
Write this on a rock … Selling is as simple as SULS.
Jim Blasingame is author of the award-winning book, The Age of the Customer: Prepare for the Moment of Relevance.