Sales Truths: You Make More Sales By Listening Than By Speaking Well

Published

17 years ago

July 2, 2008

Dave Richardson

What we know about how you sellTRUTH #4
YOU MAKE MORE SALES BY LISTENING WELL THAN SPEAKING WELL.

WHY IT’S TRUE: Many salespeople believe their job is to use their verbal skills to convince the customer to make a purchase. Big mistake! Have you ever wrecked a potentially good sale by talking too much? Sure, you have. We are all very knowledgeable about our store and our merchandise, but not every customer wants to hear about the four C’s or how to propose marriage. The most important verbal skill you can learn is knowing when to shut up.

PLAN OF ACTION: Ask open-ended questions to get customers talking and uncover their real needs. And when the customer is talking, listen ? really listen ? to their response rather than thinking about what you are going to say next. The result: you may not have to close the sale … the customer will do it for you.

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."