You have two ears and one mouth use them accordingly.
Why did Covey say that?
Because most of us make the mistake of talking too much and informing too much. Truly effective sales communication involves:
- Listening 50%
- Asking questions and listening 40%
- Informing only 10%
If you ask your questions with empathy and caring, maintain eye contact and make it clear you are really interested in their answers.
Make sure you ask open-ended questions, not questions that can be answered with a yes or a no.
If you’re working with a couple, make sure both feel important. Don’t let yourself gravitate to one over the other.
Remember again, you have two ears and one mouth.
Long-term care planning is one of the most emotional sales conversations that you will ever have.
Ask them if they’ve ever known anybody that need it long-term care. Ask them to share their story.
Remember, facts tell, but stories sell.
When they tell their stories, listen with empathy and caring by maintaining eye contact.
- Listen carefully by paraphrasing what they’re saying to you.
- Play back what they’ve said to you
- Clarify what they’ve said to you and
- Pause and listen and listen
Because if you do, you will hear what’s important to them and once you hear what’s important to them you’ll be able to recommend an excellent solution and help them buy.
If they don’t have a story to tell, tell your own or bring up somebody that you both know that needed long-term care, like Christopher Reeves or Muhammad Ali or Michael J. Fox or Pat Summitt or Montel Williams. There’s a list of them.
Remember, people don’t care how much you know until they know how much you care. Once you’ve listened and they believe that you care, they will be happy once you begin informing them of what you think might be best for them. But be sensitive and don’t overdo it.
Confirm their understanding of key agreements. Make sure you’re paying close attention to their body language and pay very close attention if anyone’s uncomfortable. Pay attention to what they told you and weave their story, not yours into your sales presentation.
If objections come up or if there is discomfort or tension, remember objections are only questions with tension. Make sure the clients feel that they are more important than you are.
Next, we’ll show you how to earn an additional $100,000 in annual commissions.