People buy things to solve problems.

Women buy make-up and breast implants to solve the problem of what isn’t or what was. Men get hair implants, gold necklaces and red Corvettes for the same sort of reasons. Corporate executives buy new technology, hard assets and infrastructure because they have a dilemma. Their existing stuff can’t get them where they want to be.

People buy things things to solve problems.

Today I received an unsolicited call from a salesman. He had my cell number (grrrr) and had been referred to me, so that made it a warm call. He has a product I am interested in. In fact, I had intended to buy this product last month, but the person I was going to buy it from suddenly went out of business. So, I am a fairly good prospect for him.

Seconds into our call I noticed that he was so busy telling me all about how great his product was that he didn’t have time to inquire about my needs. He wasn’t focused on solving my problem, instead he was selling his product.

Selling is not telling. You can’t talk your way into a sale. But you can listen your way into a sale.

If you want to be a better salesman, learn to ask questions; skillful questions that lead your prospect in the direction you want them to go and honest questions that genuinely seek to solve their problem. Then listen!

Talk less. Sell more!