As an experienced sales person you can always spot a rookie rep on a bad sales call. They have a lack of confidence in their voice, unprepared answers to the most common objections and then there is the epic meltdown: a 15 minute uninterrupted sales monologue. The client will try to interject, but there is no stopping this locomotive. The rookie will continue to spew out unnecessary information until they run out of breath. This is what we call “word vomit”.
At this point the client is completely tuned out and disengaged. The sales rep is out of breath, while having learned absolutely nothing about the customer and as the manager, you just want to shout “What are you doing? Your potential client is trying to hand you everything you need to sell them correctly, so why won’t you listen!?”
This sales tragedy is consistent with the idea that no one wants to be sold; they want to buy. So the next time you are on the verge of word vomit, remember these three steps:
1) Simply ask the right questions, then shut your mouth.
Asking questions gives you the information you’re looking for and takes the guess work out of what the potential customer’s pain points may be. Write down what they say and be sure to reference it later in the conversation. If you have more notes to take, ask this simple question: “tell me more about that”.
2) Take notes on everything
The notes you take in initial conversations will be the reminders of how to re-engage your customer down the road. If and when they decide to back out of the deal, use your notes to remind them how you got this far with them to begin with.
3) Turn the interview into a conversation
If you’ve done the first two steps correctly, this should come pretty naturally. A client won’t maintain that initial excitement weeks down the road so remind them of those pain points. Closing the deal does not require you to sell them the product; it requires you to simply allow them to buy the solution they need.
No sales rep should catch themselves throwing up into the phone but if you do- STOP! Be prepared with the correct questions and listen. Have a conversation and stop overselling!