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There are three things you must do right at the beginning in order to elicit the emotion from clients of being comfortable.
- Listen to them.
- Ask questions.
- Generally speaking, say as little as possible.
Many salespeople don’t master these items. Thus, they don’t execute a smooth introduction and can’t reach their potential in sales. Let’s discuss each of these points.
- LISTEN. Realize that not talking and listening are two totally different things. Just because words aren’t coming out of your mouth doesn’t mean you are actively listening to the person in front of you. Everyone has had times when someone is talking to you but your mind is elsewhere. While clients talk, think about their day, their workers, their business – get into their world. Observe the way owners talk to you and the way they are interacting with others around them so that you get some understanding of the flow of their day thus far.
- ASK QUESTIONS. Since you don’t know anything about the owners’ day, you need to hear them talking. Ask simple questions such as, “How’s your day going?” If I see a pile of inventory sitting in the middle of the aisle in a retail business, I realize right away there is extra stress. The owner has a job needing immediate attention. That isn’t my cue to walk out without introducing myself. Rather, I’ll jump into the flow of the day by using that as a springboard of conversation. I will probably say, “Wow! I see you just got in a big order. How often do you get inventory?”
- SAY LITTLE. Only ask enough questions to prompt response. Realize you have no clue as to the flow of the owners’ day. Say as little as possible, offering them plenty of opportunity to give you information about their day.
If you want them to feel comfortable with you, you must jump into their world as part of your introduction. You can only learn about their world by listening, asking questions, and saying as little as possible.
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