Closing a deal is the ultimate goal for any salesperson. However, many salespeople tend to focus solely on delivering their pitch rather than actively listening to their customers. Active listening is a critical skill that can help salespeople understand their customers’ needs and ultimately close more deals. In this blog post, we will discuss five ways to close deals by active listening.
- Ask Open-Ended Questions
One of the best ways to show your customers that you are actively listening is by asking open-ended questions. Open-ended questions require more than a simple yes or no answer, and they encourage customers to open up and share more information about their needs and concerns. By asking open-ended questions, you can gather valuable insights that will help you tailor your pitch to meet your customer’s specific needs. The opposite, which are close-ended questions leave you at a dead end. Examples of questions NOT to ask start with “Would you..?” “Do you…?” “Are you…?”. Avoid starting any questions this way.
- Pay Attention to Non-Verbal Cues
According to Neuro-Linguistic Programming (NLP), the breakdown of communication in a sales conversation is as follows:
- Verbal: 7%
- Non-Verbal (body language, tone of voice, etc.): 38%
- Para-Verbal (pitch, pace, volume, etc.): 55%
Non-verbal cues can be just as important as verbal ones when it comes to active listening. Pay attention to your customer’s body language, facial expressions, and tone of voice. If they seem disinterested or distracted, it may be a sign that you need to adjust your approach. Conversely, if they seem engaged and interested, you can use that as an opportunity to dive deeper into their needs and concerns.
- Restate Their Concerns
Restating your customer’s concerns is a powerful active listening technique. It shows that you are truly listening and that you understand their needs and concerns. When restating their concerns, be sure to use language that reflects their words and emotions. This will help build rapport and trust, which are essential for closing deals.
One example of how you can say this is “It sounds like you are concerned about [insert customer’s concern] and you would like more information about how our product/service can address that, is that right?”
- Provide Solutions, Not Just Products
Active listening is not just about understanding your customer’s needs; it’s also about providing solutions to their problems. Rather than just pitching your product, focus on how it can solve their specific pain points. By presenting solutions that are tailored to their needs, you will increase the likelihood of closing the deal.
This could sound like this: “Based on our conversation, it sounds like this [Product/Service] would best fit your needs given that you mentioned that [state the priorities and goals aforementioned in conversation] is most important to you…”
- Follow Up and Follow Through
Following up and following through are critical components of active listening. After the sale, check in with your customer to ensure they are satisfied with their purchase. If they have any concerns or issues, address them promptly and professionally. By doing so, you will build a relationship of trust and loyalty that will make it easier to close future deals.
In conclusion, active listening is a critical skill for any sales professional, B2B consultant or small business owner looking to win more customers and close more deals. By asking open-ended questions, paying attention to non-verbal cues, restating their concerns, providing solutions, and following up and following through, you can build trust and rapport with your customers and increase your chances of closing the deal. So, the next time you are presenting a product or service, remember to actively listen to your customer’s needs and concerns – it will vastly increase your probabilities of earning their business.
Liked this post? Click here to read more and access my FREE Sales Playbook
