The Best Sales Technique You can Use During a Pandemic
Financial concerns are at the forefront of everyone’s minds during the pandemic. You may think that slashing prices is the best way to land sales right now, but in actuality, you only need to fine-tune one of your sales techniques, says William Tyree, writing for SellingPower. That technique is listening.
Tyree writes that, “The 2020 Sales Prospecting Performance Report indicates that sales reps who talk a lot aren’t just annoying — they are also less successful.” Remember that this sale is ultimately about how your product or service can benefit the prospect, not how much money you can make or showing off just how much of an expert you are. Listening is the sales technique that will help you make the most of your talking time, after you’ve learned more about the prospect and their needs.
So, how often should you be talking during your sales meetings? “The average maximum talk streak of about 67 seconds for top-performing SDRs (sales development reps) within the context of a relatively concise conversation,” says Tyree. “It takes only a few minutes to confirm interest and establish a demo on a call.” Ultimately, your prospecting calls should take no longer than 14 minutes after you’ve agreed to set up another meeting, collected all the required information and set up a date and time. Tyree says that research has shown that, once a demo goes over the 14-minute mark, the likelihood of continuing the sales process goes down.
In short: Let your prospects do most of the talking. “Reps don’t need to control the conversation — or, at least, not through conversational dominance defined by long pitches,” says Tyree. By listening instead of talking, you’re learning the best way to approach your prospect about a product or service that can help them fulfill their current need. That’s why listening is the best sales technique you can use right now.