Radio Sales Café

Zip the Lips

 by Rick Fink

Every once in a while, I meet a salesperson who proudly proclaims, "I've got the gift of gab." In sales, that "gift" is more aptly described as "the curse of chatter." 

Successful sales professionals know that sales are really more about listening than they are about talking. 

Those with the curse more often engage in product or feature-speak than they do in providing customer-focused solutions or opportunities.

Customers don't care how much you know until they know how much you care....and caring is demonstrated by listening.

Listening is by far the most important and difficult skill a sales professional can learn and practice. The salespeople who annoy and alienate prospects the most are those who claim to be good listeners but follow every customer objection with a "yah, but...."

There is no room for the word "but" in a good listener's vocabulary. To be a professional listener you need to:

1. Earn the right to ask questions by learning something about the prospect's business before you make a call.
2. Prepare with open-ended questions that encourage the prospect to express their views and feelings.
3. Demonstrate you are listening by taking notes. (Always ask permission to take notes, "Your input is important to me; do you mind if I take a few notes?")
4. Paraphrase and summarize what you hear. Don't start a debate.
5. Use the language and needs you hear the customer express when you make your presentation.
6. Make certain that every benefit you present relates to a need you heard the prospect express.

There's a lot more money to be made being interested than there is in being interesting. So why not, shut your trap, bite your lip, zip the lips, and make some money!

NEVER Stop Learning - Get Better Every Day!

Rick Fink

ENS Media

605-310-2062

ENS Media consults, coaches, mentors and trains managers and account executives at radio stations across North America to increase their local direct sales.  President Rick Fink is a 30-year veteran and managed one of America’s largest billing small-market radio sales teams. To learn how ENS Media can help increase your revenues and train your sales team, contact [email protected]