Your customers want to talk about themselves.
Have you ever heard the country song by Toby Keith, I Wanna Talk About Me?
Have you ever been on a date and listened while others talked about themselves the entire time?
Perhaps you ran into an old acquaintance and listened while they told you about their family and asked you nothing about yours?
Have you ever ended a conversation with someone and wondered what that person learned about you?
Sadly, most of us can answer these questions in the affirmative. However, when this happens, we are usually left with a negative perception of the individual and work to avoid these types of people, never having to deal with them again.
Are you guilty of doing the same thing during sales calls? Do you do a lot of telling, talking about your features and advantages? Successful salespeople know the importance of asking questions to discover what prospects value and look at things from their perspective. They ask questions to determine how the features and advantages impact the customer. They understand that customers typically buy what something does, not what it is.