Effective selling: learn the techniques that will help you successfully close sales.

Salespeople talk too much! The typical salesperson talks more than 75 percent of the time (during an appointment, phone call or over an entire sales cycle). It's easy to do. Let's face a few facts: (1) most salespeople are proud of what they sell, and are very knowledgeable about their products and services; (2) most people get praised (or stroked) for what they know; (3) a prospect will always want to know what the salesperson knows.

All in all, these three items add up to a recipe for disaster if you give your information away too soon. So you can imagine what happens when a prospect says, "Tell me what you can do for me." The salesperson hears a false "buying signal" and starts talking. The only problem with this is that it is much too early in the selling process. The prospect is not qualified, and the most a salesperson can hope for is "We'll get back to you" or "We need to think about it" or "Let me think it over."

When this happens the prospect does not see, hear or feel a reason to buy. The decision to buy is an emotional one. It is the salesperson's job to uncover that emotion, to uncover problems that the prospect is experiencing--this can't be done while a salesperson's lips are moving!

On the next page is a list of suggestions to help you stop talking and close more sales:

* Take a deep breath and pause. When you're talking, your prospect is in control.

* Ask better questions. Prospects don't care what you know until they know that you care.

* Realize that you can't convince anyone of anything -- people buy for their own reasons.

* Don't bring anything with you on a sales call -- if you don't have it how can you talk about it? (You can always go out to your car and get it--IF THE PROSPECT IS QUALIFIED).

* Improving your listening skills. Don't think of the next thing you're going to say--pay attention!

* Build credibility through the questions you ask.

* Always understand why your clients buy when they do AND why they don't buy when they don't.

* Have a plan. Know where you want to end up. It's easier to get there if you start with a plan.

* Go the opposite direction of most salespeople. People want to buy--they don't want to be "sold."

When you start to ask questions and begin to listen better you will naturally stop talking. It is difficult to do, especially if you have a lot of knowledge. This does not mean you should not know anything about your product or service. You should know EVERYTHING about your product and service (and your competition). I would just suggest that you don't tell anyone--until they are qualified.

Dave Tear is president of corporate training at Gerry Weinberg & Associates in Southfield, a Gold-level member of the Detroit Regional Chamber.

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