How to Talk About What You Have to Sell

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Lenann McGookey Gardner

Sales training expert

     

“Most people think selling is all about discussing what they have to sell, but it’s not,” says Gardner. “Selling is about the other person, understanding his Pain, hearing her out, asking questions.”

At some point, your prospect is likely to ask what you have to offer. The first suggestion for dealing with that: Don’t “launch.”

“Lots of people take to heart my advice that you don’t talk about yourself until you’re asked,” says Gardner. “So when they finally get a small question, they answer it with a BIG STORY about their product or services. Big mistake! Answer briefly, and then ask your prospect if that’s what he wanted to know.”

If there’s a lot more to say, before you spout off in more detail, inquire.

For example:
“Actually, the structure of the project is key to how that result happens. Would you want to spend a few moments talking about that?”

That’s a question. And if your prospect says, “Yes,” talk a little about the structure.

Don’t launch into a speech, just cover the subject. And then ask the prospect a question – if you can’t think of anything else, say:
“Is there more you’d like to know about that, Mary Lou?”

Or try:
“What other issues come up for you, as you consider addressing the challenge of dealing with that competitive threat (or whatever Pain he’s admitted having)?”

The underlying notion here is to keep the conversation a dialogue. That means input coming from both parties.

Second, get prospects talking to engage their minds. The key to understanding their minds is to focus on what comes out their mouths. Nothing will come out of their mouths if you’re talking.

“If you allow yourself to be drawn into a monologue, just you talking, remember that your prospect’s attention may disappear,” says Gardner. “People can nod and smile while devoting less than one percent of their brains to the conversation happening in the room.”

Lenann McGookey Gardner is a Harvard MBA, an American Marketing Association “Professional Services Marketer of the Year” award winner, and a 2010 winner of the “Top Performing CEO” award from her state’s Business Weekly. She has two decades of experience helping services providers to grow their revenues and is the author of Got Sales? The Complete Guide to Today’s Proven Methods for Selling Services. She is also an Executive Coach. Learn more at www.YouCanSell.com.

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