Ask salespeople to list their least favorite selling activities, and you can count on “prospecting” being at the top of the list. And, the least favorite of all prospecting activities is unquestionably making cold calls.
Asking your prospect all the correct questions is wasted if you don’t hear what he or she says, either in words or more subtly in tones or partial hints. Being a good listener requires more than just keeping quiet while the other person is talking.
Becoming a good professional salesperson requires the same type of training that is required of other good professionals. Athletes, physicians, college professors, fire fighters – you name the profession, and the people at the top pay a price every day to stay there. The price they pay is their conditioning.
How often have you listened as someone rationalized his or her mishandling of a problem by externalizing its source: “I can’t meet my projections because . . .,” “My territory isn’t large enough,” or “Our prices are too high”?