The Best Sales Technique—Talk Less Listen More
Summary
TLDRIn this insightful video, the speaker emphasizes the importance of truly understanding clients' needs over personal sales agendas. They advocate for a consultative selling approach, where asking the right questions and listening intently leads to better service and higher success rates. The speaker also addresses the common pitfall of interrupting or rushing to provide answers, suggesting that patience and active listening are key to building trust and closing deals. The discussion touches on the paradox of appearing smart by being quiet and the value of letting clients express themselves fully.
Takeaways
- 😀 **Client-Centric Approach**: The speaker emphasizes the importance of focusing on the client's needs and wants rather than one's own sales agenda.
- 🎯 **Value Delivery**: Understanding how to deliver value that justifies the price charged is crucial for success in sales.
- 📈 **Leveraging Client Results**: Use successful client outcomes to build credibility and potentially increase pricing in the future.
- 🤔 **Asking Questions**: Instead of rushing to provide answers, asking thoughtful questions helps clients realize the solutions themselves, leading to better advice acceptance.
- 🦁 **Respecting Client Expertise**: Recognize the client's knowledge and experience, positioning oneself as a supportive guide rather than an authoritative expert.
- 💬 **Listening Over Talking**: The speaker suggests that often, the best sales technique is to listen more and talk less, allowing clients to feel heard and understood.
- 🔍 **Understanding Client Perspective**: Gaining insight into the client's value system and viewpoint is essential for providing tailored and effective solutions.
- 🤝 **Building Trust**: By focusing on the client's needs and showing genuine interest in their success, trust is built, which can lead to long-term relationships.
- 💡 **Consultative Selling**: The script highlights the power of consultative selling, where the salesperson acts more like a consultant, guiding the client to the right conclusions.
- 🤫 **Embracing Silence**: The speaker shares personal tactics for managing the urge to speak, such as counting to slow down responses, which can improve the quality of communication.
Q & A
What is the key to being a good salesperson according to the speaker?
-The key to being a good salesperson is caring more about the client's needs and whether the product or service is a good fit for them rather than focusing on personal gain.
How does the speaker suggest leveraging client results in sales?
-The speaker suggests leveraging client results by showcasing the positive outcomes achieved for previous clients to demonstrate the value of the service provided.
What does the speaker mean by 'emphatic yes' in the context of sales?
-The 'emphatic yes' refers to a strong affirmation from the client that the service or product provided is valuable and meets their needs effectively.
Why does the speaker emphasize the importance of understanding the client's perspective?
-Understanding the client's perspective is crucial because it allows the salesperson to align their offerings with the client's values and expectations, leading to a more successful sale.
What is the speaker's view on rushing to provide answers in a sales context?
-The speaker advises against rushing to provide answers, as it can come across as desperate or disrespectful. Instead, they recommend asking questions to allow the client to come to their own conclusions.
How does the speaker compare the role of a salesperson to that of a therapist?
-The speaker compares a salesperson to a therapist by emphasizing the importance of asking insightful questions that guide the client to self-discovery, which can lead to a more meaningful and successful sale.
What technique does the speaker use to ensure they are providing the best advice to clients?
-The speaker uses a consultative selling approach, which involves asking questions and listening carefully to the client's responses to ensure the advice given is tailored and valuable.
Why does the speaker suggest counting to 20 as a technique?
-Counting to 20 is suggested as a technique to help salespeople resist the urge to interrupt or rush to answer, allowing them to listen more attentively and respond more thoughtfully.
What paradox does the speaker mention regarding sales?
-The paradox mentioned is that by not focusing on selling and instead focusing on serving the client's needs, salespeople are more likely to close deals successfully.
How does the speaker feel about the need to entertain and fill silence in conversations?
-The speaker feels an intrinsic need to entertain and fill silence to ensure others are enjoying themselves, which stems from their own happiness when others are happy.
Outlines
💼 The Art of Client-Centric Sales
The speaker emphasizes the importance of being a good salesperson by focusing on the client's needs rather than personal gain. They stress the significance of understanding whether a product or service is a good fit for the client. The speaker also discusses the value of listening to clients and leveraging their results to justify price increases. A key point is made about the importance of asking questions to guide clients to their own conclusions, which is likened to a therapist's approach. This consultative selling method is highlighted as a way to build trust and respect with clients, ultimately leading to more successful sales.
🗣️ The Paradox of Silence in Sales
In this paragraph, the speaker explores the paradox of silence in sales and consulting. They discuss the natural human tendency to want to fill gaps with conversation and the need to entertain or validate oneself by providing answers. The speaker contrasts this with the value of silence, allowing clients to express their thoughts fully without interruption. They share personal anecdotes about the cost of interrupting clients and the importance of listening to gain deeper insights. The speaker suggests a technique of counting to slow down the urge to speak and emphasizes the effectiveness of listening over selling, which can paradoxically lead to more sales.
Mindmap
Keywords
💡Salesperson
💡Client-centric
💡Value Delivery
💡Consultative Selling
💡Therapist Analogy
💡Validation
💡Listening
💡Paradox
💡Expertise
💡Silence
Highlights
The importance of caring more about the client's needs than one's own agenda in sales.
The concept of leveraging client results to demonstrate value.
The advice to not rush to answers but to ask questions to understand the client's perspective.
The analogy of a salesperson being like a therapist, guiding clients to their own conclusions.
The technique of consultative selling to build trust and rapport with clients.
The paradox of appearing smart by not speaking as much during client interactions.
The need to understand the client's value system and point of view for effective sales.
The impact of interrupting clients on the perception of expertise and value.
The importance of patience in sales, allowing clients to express themselves fully.
The idea that the best salespeople are those who listen more than they speak.
The strategy of using silence to encourage clients to elaborate on their thoughts.
The role of active listening in sales to uncover client needs and desires.
The psychological aspect of sales, understanding the client's motivations and fears.
The concept of 'empathic yes' in sales, ensuring the client feels heard and understood.
The power of asking the right questions to guide clients towards the desired outcome.
The significance of respecting the client's journey and achievements before offering advice.
The technique of counting to slow down responses to avoid interrupting or assuming.
The emphasis on the client's success as the ultimate measure of sales success.
Transcripts
the reason why I'm a good salesperson
because I care more about what they want
and what I want to hear it I care more
if it's a good fit for them than it is
for me
I hold the clients in high esteem know
what it is that my agenda is that's it
[Music]
my question was about you know to reach
this success how do I know I'm
delivering the value that will create my
success so here's how I wrote it down
hopefully this is I wanted to be an
emphatic yes otherwise you just keep
practically I try to use as many of the
original words you use as possible so
you say how do I know I can deliver
value relative to the price I'm charging
so what you ask for no no I think it's
over I think it's a really I think it's
a really simple answer wait I want to
understand the question okay Henry
diagnose subscribe write write write but
I know exactly I could I get okay then
let's say the question results that you
clients get that's the answer so you get
one good result and you're like okay
next time I can double my price not
necessarily no but you got to leverage
your clients results you have to take
those results and say hey look at what
Priscilla has done for me and my
business does that answer the question
in some ways yes
wait wait wait we need to find a home
let me say something I need to help you
guys with this I know everybody here's a
thousand smart answers I know that I
know you guys have a thousand smart
answers I know Google Ads 2001 smart
answers well here's the thing I I don't
know if I have clarity of the question
and yet they're like a thousand sharks
and there's no ready to jump on the
answer I don't know and I don't like
guessing because here's the thing you
know how hard it is to give advice that
somebody actually apply it's very
difficult there's a business owner
that's in front of you that has been
very successful doing everything they've
done to get to this point in their life
you need to understand that you never
respect that they are the lion you are
the Sheep you need to understand that
you don't go into the line until the
line how to eat it doesn't work like
that
what you have to do is you have to
understand their lens their point of
view their value system how they're
gonna judge success and you get them to
think you're just trying to help them to
think so if you ask them questions now
people are upset at me like you didn't
say anything but you gave me the best
answer like well how'd that work because
I'm just gonna ask you questions until
you answer in the way need to hear it
because your voice your advice is the
best advice that you're gonna take this
is the technique guys this is not just
by accident that I do this all the time
so if I'm smart enough we have enough
time eventually even with maybe the
language barrier I will get Priscilla to
answer on questions you're like this is
amazing I want you to think of yourself
as a therapist the therapist you don't
just walk in like you know you have
issues with your mom it's like well we
don't know that now do we but when you
actually spent you've spent a long time
therapy you and I you know it's like we
know they just ask you really super
smart questions I think they already
know the answer because the way they
phrase the question is pointing me in a
direction so when they keep asking it
starts to point me it's a competing
closer and then I say something but
that's the power of the consultant of
therapists consultative selling this is
what we want to do we all everybody in
this room wants to rush to the answer
try guys employee to try to refrain from
doing
just ask more questions get clarity help
them to think they will come to the
conclusion I have a question the urge to
answer and help so quickly is coming
from a very good place I didn't I don't
know I'm not I'm not really trying to
justify what what things can we apply
and ask this question okay what compels
you to open your mouth before we
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video
well compels you to speak to fill the
gap what compels you to speak all the
time me personally yeah I'm talking to
you I don't like science put a silenced
equal to you not me boredom people
aren't enjoying themselves why do you
feel the need to entertain people to
make everybody enjoy themselves that's
just a just an intrinsic need of my own
like I feel happy when other people are
happy and I'm ensuring that other people
are happy do you think some people enjoy
silence that are happy in silence I do
like who do you know that enjoy silence
you like Roxy like you said there's a
lot of people enjoy science so do you
think it's important for you to use one
value system on the meaning of silence
versus looking at what the person wants
I I get that okay I get that Henry gets
that but Henry could not stop himself
from being like you're I I tried to
learn it but you're not gonna be here
all the time for us right right well I'm
trying to ask you a lot of questions
helps you get to the same point oh okay
i sir do you understand that yeah okay
now I think we are all looking for
validation that's my opinion and we're
trying to validate that we're smart that
we have answers and we can't wait to
prove it to another human being like I
have the answers and I'll tell you
stories about how that cost us lots of
money okay when we're on a call with a
client you try to cut them up you try to
finish the sentence you know how to
really love the color purple no you
don't really love about this campaign
are design you see what I'm saying it's
like after a while it's like why are you
the idiot in the room right so you know
what I do and there's a darker side to
the air when we get on these conference
calls it's almost always audio only and
I'm sitting in the room with a bunch of
creative directors trying to win you
know six-figure jobs so the minute
somebody cuts off the client I give them
the death eyes like don't do that why
this is value you cutting them off says
I don't need any more information why
because you're desperate to prove you
know what they're gonna say then why
would you do that so soon as waking up
with a phone I'm gonna go around the
room like what did we do wrong don't cut
off the call yet don't assume experts do
not assume closing small jobs closing
big jobs just takes divided so slow it
down you'll see what happens something
radical will trip okay Melinda are
working on a bunch of new whiteboard
series things to help you guys out but
this is weird paradox if you want to be
seen as smart and as an expert don't say
anything just be quiet
how can we train ourselves better
actually connects that question how have
you trained yourself to embrace that
when the feeling to speak up and to say
something is just so powerful like I
could see his nonverbals like you were
like you know so I want to get tactical
I believe it I believe in it and
sometimes I'm weak in the moment I'm
class of five okay
just kind of fly Henry count to 20
that's kind of slow like 1/1000 slow
down look here's the thing guys I say
this and I know it's gonna sound like
I'm bragging I'm not bragging the reason
why I'm a good salesperson because I
care more about what they want then what
I want
period I care more if it's a good fit
for them than it is for me
I hold the client and hire steam than
what it is that my agenda is that's it
and you know what happens then when you
stop selling you start closing more it's
the paradox like everything that you
think to be true in in these sales
situations it's the opposite of what you
think I'm telling you guys right now
everybody in this room the next time you
go on a client call sit there and think
how could it be a better service to this
person tell me if you had to choose
between five different vendors one
person sold one person pitch one person
cuts you off on person
guess the only other person that didn't
do that stop there and listen to
everything you said like every word you
said mattered who you gonna give the job
to all things being equal Oh got it up
now all things not being equal it's
still a good chance that that last
person he's the person gonna hire
drink'll you want to say something right
I know I see you dying over
well one Mississippi
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