EFFECTIVE LISTENING
THROUGH
EFFECTIVE QUESTIONING
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
Good listening skills are essential for successful selling. No doubt about it.
How do we become a better listener? How well do we listen while under pressure? How accurately are we understanding what’s being said while cold-calling the “Big Cheese?’ How are we affected knowing that there is a Sales Manager waiting apprehensively and expectantly back at the office? Sounds scary just thinking about it!
What we’re talking about is being able to “mentally multi-task.” It’s one thing to have a colorful power-point presentation, quite another to be able to perform on-the-fly.
Although it might seem counter-intuitive, we can actually listen more effectively by asking better questions. Knowing what questions we’re going to ask – before we get there – will liberate us to focus fully on listening. Having “Protocols” enables us to do just that.
A Protocol is a set of prepared questions – not a script, but a guideline – used to fully understand a Buyer’s needs, concerns and objections. Sellers need to practice and memorize their Protocols.
Depending upon how the Buyer responds we either continue with our Protocol or choose to “Follow the Buyer.” With Protocols we “ask and then listen.” When we “Follow the Buyer, we “listen and then ask.”
Remember, we can always talk our way out of a deal, but never listen our way out of one!
HTS?
Good Selling!
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