Know but don't tell

A young executive I am mentoring in sales is very keen and knowledgeable in his subject matter. He operates in the IT industry and has an engineering background. He is a very giving individual, ready to share all his knowledge to the benefit of his potential customers. I sat with him through a potential sale to see why his closing percentages were so low when he had so much to offer.

What I found was that as soon as the customer expressed their situation, this sales executive went straight into the pitch, singing the praises of his product and explaining amazing technological breakthroughs in quasi lay terms. The potential customer eventually thanked us for the meeting and indicated he would contact us when ready to buy. We never heard again.

It is very difficult for me to sit through these meetings as I HATE losing a sale where the customer obviously requires the product/service.

The fact that we know our product inside out, does not give us the license to bombard the poor potential customer into submission.

The lesson for my mentee was...... Know but do not tell!

One of my best sales executives during my stint in New Zealand once said to me...... "there is a reason we have two ears and one mouth, I keep reminding myself to shut-up". Ask, ask and ask again is the simple but difficult to execute answer. Sales is no different to peeling an onion. The questions serve to peel away layer after layer until we get to the core; in the case of sales, the core of the customers' needs. They eventually will tell us what their real (rather than the perceived) needs are and there you have a sale. And I say those words very purposefully; it is not that you have closed a sale, it is that you have virtually received an order without "selling".

It serves to know your product inside-out as only then do you know how to pick the moment when the customer hands you the sale. The alternative, which many sales executives use is to bombard the customer with product features hoping that one or some stick. This often does not work and alienates potential customers that have real needs.

Aldo Grech - CxO Consulting