Mastering Sales Silence
"Less is more" is an idea that is often forgotten in sales, especially for contractors. A lot of people think that showing off their huge amount of information and experience will help them get clients. The truth, though, is quite the opposite. Potential clients may not want to work with you if you talk too much.
This blog post will summarize the main points of a recent podcast show that talked about this subject and give you steps you can take to make your sales process better.
Key Points
1. The Grandma Rule: Two Ears, One Mouth
A simple but strong rule is the "Grandma Rule": you have two ears and one mouth for a reason. In other words, you should listen three times as much as you talk. This means that in sales, you should let your clients talk 70% of the time and only talk 30% of the time. By listening more, you can better understand what your client wants and make a stronger relationship with them.
2. Avoid the Curse of Knowledge
The "Curse of Knowledge" is a phenomenon where experts assume that others have the same level of understanding as they do. This often leads to over-explaining and overwhelming the client with technical details. Instead, provide just enough information to address their immediate questions and let them ask for more if they are interested.
3. The Art of Silence
When it comes to sales, silence can be very useful. You give your clients time to think and react when you pause and let there be moments of silence. This can help you have deeper talks with them and better understand what they need. Your clients should feel heard and respected, not like they need to know everything you know.
4. Tell Me More
When a client asks a question, give a concise answer and then wait for them to ask for more details if they are interested. This approach ensures that you are not overloading them with information they don't need or want. It also shows that you respect their time and are focused on addressing their specific concerns.
Action Steps
1. Practice Active Listening
Make a conscious effort to listen more during your sales conversations. Use open-ended questions to encourage your clients to share more about their needs and concerns. For example, instead of asking, "Do you want a heated floor?" ask, "What are your thoughts on heated floors?" This invites them to share their perspective and gives you valuable insights.
2. Limit Technical Jargon
Avoid diving into technical details unless the client specifically asks for it. When you do need to explain something technical, keep it simple and straightforward. For instance, if a client asks about heated floors, a brief response like, "Heated floors can keep your tiles warm and can also help heat the room," is often sufficient. If they want more details, they will ask.
3. Embrace Silence
Don't be afraid of pauses in the conversation. After answering a question, give your client a moment to process the information and respond. This can lead to more thoughtful questions and a deeper understanding of their needs. Remember, silence can be a powerful tool in building rapport and trust.
In sales, especially for contractors, less truly is more. By listening more, avoiding the curse of knowledge, and embracing the art of silence, you can create more meaningful connections with your clients and improve your sales success. Implement these strategies in your next sales conversation and see the difference it makes.
Remember, the goal is to make your clients feel heard and valued, not overwhelmed by your expertise. Talk less, listen more, and watch your sales grow.
Resources
Grab Brad's tell-all book: The Contractor Profit Blueprint
