Clearly Express Your Thoughts
The reason why many salespeople talk too much is because they haven't trained themselves to summarize their thoughts. It's not an easy skill to develop. It takes practice. However, the rewards of clear expression are invaluable. They can help you minimize the confusion factor that most buyers feel.
How can you summarize your thoughts? First, by knowing what you want to say in advance. It's like taking a trip; if you know where you are going and the most direct path to get there, making an efficient trip is easy. However, if you don't quite know your destination or the available paths, you'll probably wander for a while. Conversations are similar.
Too many salespeople offer a solution before they really know what problem the buyer has. So they don't really listen to the buyer's communication, nor do they respond appropriately. A salesperson may know all the answers, but it is the professional seller who first makes sure that the right solution is offered by asking the right questions. Knowing and applying this will put you ahead of the majority of salespeople.
Choose Your Destination
Your ultimate destination in the selling process is, of course, the sale. That requires you to help the buyer solve a specific problem. And that means first defining the problem to the buyer's satisfaction. Each of these steps is a stop on your trip to that destination.
By keeping your destination in mind as you define and solve the buyer's problem, you will be able to more clearly communicate your knowledge, skills, and thoughts. The adage is true: If you don't know where you are going, how will you know when you get there? Know where your conversation is going.
Select the Best Path
Between two locations or two positions, there are hundreds of paths that can be taken. Your job as a professional seller is to help your buyers take the most appropriate path from where they are to where they want to be. It may not be the most direct route, but it will be one that best matches your perceptions of the buyers' needs. That's why it's important for you to listen, read, relate, and respond when helping the buyer define those needs.
In some sales situations, the path is relatively direct and requires few steps. When selling large-ticket products or services, such as industrial equipment, the process is more complex. However, as you develop sales experience, you also will develop your skills at selecting the best paths for the buying decision. With this knowledge, you can better help buyers reach goals.
Getting Feedback
During a trip, you probably look for landmarks that can help you verify that you are traveling the chosen path. Traveling north on Highway 101, the sign for the Highway 20 intersection says that you are nearly home. In the sales process, you will occasionally test buyers to make sure that they are with you on the path toward the sale. You will ask for feedback.
Feedback is information transmitted and received regarding the current status of a process. Feedback is used extensively to control industrial processes, such as the making of food and fuels. At an important point, the process is tested and appropriate adjustments are made. In working with buyers, asking questions about their thinking can give you feedback and help you in making adjustments to your sales presentation. “How does that solution sound to you?” The answer can help you determine if the buyer is ready to move to the next step or not.
How can I develop my public speaking skills?
Many sales and other business people become members of Toastmasters International. Toastmasters is a supportive group that offers opportunities for members to make short speeches on interesting topics to members for positive critiques. There are more than 220,000 members in 11,300 local clubs in 90 countries around the world. In addition, their website offers tips on overcoming the fear of public speaking and how to make business presentations.
Communication Skills
A vital component of clearly expressing your thoughts is to develop your communication skills. You can have the greatest thoughts and ideas in the world, but if you can't communicate them to others, they only are of use to you.
Professional salespeople continually develop their communication skills. They focus on building vocabulary, especially terms relevant to the products or services they sell. They build writing skills, particularly if they are required to develop written sales proposals. They work on public speaking skills, taking any opportunities they can to become more comfortable in front of audiences large and small.
Analyze your own communication skills and develop a plan to improve your vocabulary, writing, and speaking skills. They are primary tools in your sales career.
