Did you hear the one about great salespeople being great talkers? They have the gift of gab and they dazzle their customers into buying anything. Some salespeople even believe it. It's the biggest myth in sales. Here's how it got started and why it is a myth.
News travels fast. The poor salesman seems to leave a more lasting impression on the customer than the great salesperson, who makes selling look easy. Poor salespeople get remembered for their excessive talking and the word gets around. The myth is born.
These poor salespeople start talking about all they know the moment the sales call begins. They want to impress the customer with all their knowledge, thinking that selling is one-sided. Selling starts when you learn what your customer knows. Only when you hear what your customer needs should you start talking about your product or service. To really give yourself enough to work with, you should hear 3 needs before you begin your presentation. The way to do this is to question and listen.
Looks like I'm not doing anything. Some salespeople think they are selling and doing something only if they are talking. You are doing something when you actively listen. There are actual physiological changes in the body. Body temperature, heart rate and blood flow slightly increase with active listening.