Sales Truths: After You Ask a Question, It’s Best to Shut Up.

Published

16 years ago

July 2, 2008

Dave Richardson

Truth #6

WHY IT’S TRUE: Salespeople love to talk. We actually believe we can talk people into buying when, in fact, more sales are made (or can be made) by listening the customer into buying. When we ask an open-ended question, we frequently follow it with a second or even a third question. And, in some cases, we even answer our own questions. Asking a question and waiting for an answer is basically uncomfortable … after all, how can we ever be successful selling without talking?

PLAN OF ACTION: Focus on asking open-ended questions and then, while giving the customer good eye contact, shut up and wait for them to answer. Rather than thinking about what you are going to say next, listen to what the customer says and respond (ideally) with another open-ended question. Ask the right questions and you may find your customers talking themselves into buying.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”