Shut Up and Sell
The Sales & Counselor SellingSM Series
“You can tell whether a man is clever by his answers.
You can tell whether a man is wise by his questions.”
— Naguib Mahfouz
Egyptian Author & Nobel Laureate
(1911-2006)
It’s a battle, or maybe just a disagreement among friends. But there are those who just have to get the prospect to shut up so they can tell him all about the product, the company and why they think it’s a good idea for him to invest his hard-earned savings in their product, company and their sterling self! “Shut up and listen so I can tell you something!” If he says some smart things, you might think him clever.
Then there are those who are able to be still, who let the customer explain why he’s in the store, on the lot, shopping for an investment, or tolerating their presence in his office… And they’re willing to keep listening as long as the customer is getting himself closer and closer to the close… If you listen and question well, he’ll think you wise. This is Shut up and Sell!
At the heart of this disagreement are two vastly different perspectives about why people buy things. Are things sold, or are they purchased? Some think “Sold,” some think “Purchased.” We think a little of both is perfect.
It all depends on where you find the prospect/client and where she finds herself. Is she searching, hungry, ready? Or in no particular hurry? That’s where it starts. Not with the ultra-prepared, guns-primed sales guy. But with the mood, situation, and interests of the prospect.
Beginning is simple: What’s on your mind? How can I help? What’s this interaction going to be about? Does an alliance with my company, my products and Me, have any value in your mind? Or shall I retreat now and check with you later?
If you’re interested or curious, I can show you some things — a presentation perhaps…
If you’re stuck on something, maybe I can help by “listening you into a conclusion…”
Both paths can work, but the willingness to listen first can work more often. That’s its chief advantage. If they’re not ready, and you start selling, you both lose. But if you ask and they’re not ready, you can ask some more and be deemed both wise and friendly — and convert this to a sale now, sooner, or later. One approach is win or lose. The other is always a win — either small or large.
Clever? Or Wise? Up to you.
Applications
1. Individually
Prepare for both options! Learn your stuff. Learn how to make up and break up presentations by using a modular format so that you can pull pieces or presentations off the shelf and reassemble them as the situation demands. Then you’re ready and prepared to Shut Up!
Maybe you like to joust with your clients, challenge, counsel, debate, cross examine or just start with a casual question; but the strategy is simple: Is there a way for you two to work together? Is it now or later? Let them fill you in, and you can mentally format your responses as they outline their position. Don’t work on being a genius, just a colleague with information. And in their own good time, they’ll find their way through your knowledge, to a deal that’s good for both of you.
2. At Home
It’s hard enough to make yourself heard at home, let alone understood! But here is where the willingness to let your partner, the kids, the nephew, the guest, and the dog run down without having to wait for your diatribe first can be invaluable. You don’t have to do anything. But you will have to pay attention, and refrain from saying much beyond “Mhmm. Really!? Wow! Good on you! Bravo! I had no idea! How did that happen? So now what?” The point is, there’s such a premium now on listening, you don’t need more than a few prompts to get people started. Call it “Counselor Parenting…”
3. At Work
How’s it going? What’s Next? What are the barriers? How can I help? Are you getting too wrapped around this axle? The immortal prompts for the Counselor Boss and Counselor Colleague. It’s easier than it sounds, but trust us, ask a question or two and then look out! It’s going to be awhile before they tire of talking.
Is he clever, or is he wise? The answers (and the questions) will tell the tale.
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