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Dave Richardson

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

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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.

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