You should listen more than you sell

A sales conversation or call shouldn't start with your pitch. You should never offer your products or services without first getting a clear understanding of the potential client's needs and desired outcome.

Sales professional will always listen twice, maybe even three times more than they speak. As a small business owner, you need to be sales professional. You are the face of your business. You are not only selling your product or service, you are selling yourself. There are some basic sales skills that you should not only practice; but also perfect. Getting a handle on these skills and making them a habit will help your product or service sell themselves.

First, listen, listen and listen some more. Before you offer any professional opinion or advice, really listen to your potential client's concerns, needs and desired results. Let them speak without interrupting and have them elaborate when you are unclear or don't understand. This requires dialogue not a monologue. Engage your customer in problem solving dialogue by asking intelligent and open-ended questions to draw out the real issues. Never guess what their needs are, let them tell you. There will be plenty of opportunity for you to discuss things from your perspective.

Acknowledge that you have not only heard their concerns but clearly understand them. Be sure you speak to them in a clear straightforward manner without jargon or rhetoric. Reflect back on what you have heard by summarizing your client's points. Follow-up with questions of your own to clarify your understanding; seeking first to understand and then to be understood.

Ask what their desired outcome looks like. Don't be afraid to encourage and endorse your client's good ideas; but offer them a new perspective. Explain what it will be like working with you and using your product or services. Give them examples of how you have assisted other clients and achieved their desired outcomes. Let them know what they can expect and what will happen. Do you offer a guarantee? Be specific. What are the terms of service? Be clear about your business process. And now is not the time to shy about your expertise and capacity.

It's time to close the deal. Ask for the sale. Be confident in your product or service and your ability to meet your client's needs. Be assertive and give them solid reasons why they should work with you and INVITE them to take action now and get started. Do not say, "what do you think?" Encourage them to take advantage of this opportunity to buy from you or work with you.

Prepare yourself for your next sales conversation. Refrain from verbally assaulting your clients and spend more time listening. Have some open-ended questions already prepared. Know what aspects of your business you are going to highlight that will benefit the client. Speak with assurance. No one likes to be "sold to." Everyone wants to be heard and listened to. This is especially true in sales.