Don’t just launch into your prepared preso

So many salespeople I have spoken with/interviewed over the last 20 years have identified “being a great communicator” as a key skill they possess and is integral to their success in sales. If that means knowing how to listen, it was clear during the interview process that many didn’t have it. When asked about a typical product sales presentation, most describe a great sales call as getting in front of the customer, going through a prepared product presentation and then asking some obligatory sales questions at the end.  These days, presenting a product or solution to a customer just won’t work (and did they really ever?). It is critical to engage the customer early.  Ask questions about how they are doing things today, ask them why they are doing it that way and listen to the response.  Listening is the key skill. Listening forms the foundation of VOC programs, getting a clear understanding of customer requirements, developing the value proposition that sets you apart from the presenter!  Perhaps “sales person” is the wrong title. Should we be recruiting “buyer facilitators”?