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The best salespeople aren't the ones with the most charisma, product knowledge, or closing techniques. According to Brian Tracy, what sets them apart is something far simpler:
"The rule is that listening builds trust. Customers want a relationship before anything else. And listening builds trust."
But listening requires an opportunity, and you can't listen if the other person isn't talking.
Tracy explains how the best salespeople create that space:
"The key to making sales is to ask questions. And the very best salespeople are simply those who ask really good questions."
Great questions get the customer talking, but what happens next is where most salespeople go wrong...
"The second part of listening is to pause before replying. When the customer stops talking, pause, allow silence in the room."
He explains why this matters:
"We say that selling takes place with the words, but buying takes place in the silence. If the customer does not have enough time to process, then what happens is they don't have enough time to buy."
Most salespeople rush to respond, but Tracy warns that speed sends the wrong message.
"If you respond immediately after a person has finished speaking, what you are actually saying is I don't care about anything you said. I was just waiting for a chance for me to speak."
A pause, on the other hand, communicates something entirely different.
"When you pause, you tell the person that what you said is very important and I'm thinking about it before I respond."
The greatest sales skill isn't knowing what to say.
It's knowing when to stay quiet long enough for the other person to feel heard.
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