Oct 02 08
CommTips # 10: Shut Up
By Renn Vara
I realize saying shut up isn’t polite. If it makes you feel better, use the term “active listening.” Here’s the format we suggest for shutting up during a sales meeting:
- Once through the initial introductions and pleasantries, begin the substance of the meeting with a dialogue opener. This includes an agenda statement, a reference to time and ends with an open ended question. 30 seconds tops.
- Once you ask the question, actively listen to their answer. Tip: Think of their answer as a list of issues, concerns, or observations. If you can, write the list down.
- When they run out of air, repeat or restate the list back to them eliminating their emotion and agenda. Use common sense. You don’t need to repeat everything, just the top points. And don’t sound like a therapist for god’s sake.
- Always end with another question. Here you can probe on one of their points or create a separate open ended question to lead in a certain direction. But be careful. Don’t drive your agenda unless it ties back directly to their issues, concerns and observations. And whatever you do, fight the urge to pitch.
- Abide by the 55/5 rule. Your customer talks 55 minutes for every 5 minutes you talk.
- Keep your customer talking until given “professional status.” This means you don’t talk about your product or service until they directly ask you for your opinion or ideas.
- You can do this process – common sense prevails – a number of times. But be sure you’re really listening. Don’t pretend.
- Then end the meeting early with a summary, next steps and calendar date if appropriate for follow up and/or a next meeting.
Why do this? Because people value people who listen. Be a person of value. This active listening should result in giving you the type of information and insight you need to better serve your customer. Use it but don’t abuse it.
This is great. I love the 55/5 minute rule!