Active Listening in Sales

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Active listening in sales is crucial to the success of any salesperson. What is it? - Active listening is the practice of fully focusing on and understanding the words and needs of the customer, and as such, it is a key component of building strong relationships and closing more deals.

There are several benefits to actively listening in sales. Here are some examples:

First, it helps salespeople better understand the needs and concerns of their customers. By fully listening and paying attention to what the customer is saying, salespeople can gather important information and tailor their pitch or solution to better meet the customer's needs and/or wants.

Second, active listening helps build trust and rapport with customers. Customers want to feel heard and understood, and actively listening shows that the salesperson values their input and is genuinely interested in helping them. This can lead to increased customer satisfaction and loyalty.

In addition, active listening can also help salespeople identify any objections or concerns the customer may have. By actively listening and paying attention to the customer's words and body language, salespeople can address any objections or concerns in real-time and provide the necessary information or reassurance to overcome them.

To be an effective active listener in sales, salespeople should practice the following:

• Pay full attention to the customer and avoid distractions, if you get distracted acknowledge this and start over,

• Use nonverbal cues, such as nodding and maintaining eye contact, to show that they are listening,

• Repeat back or paraphrase what the customer has said to confirm understanding,

• Avoid interrupting the customer or jumping to conclusions,

• Ask open-ended questions to gather more information and show interest in the customer's needs.

In summary, the role of active listening in sales is crucial to understanding the customer, building trust and rapport, and overcoming objections. By fully focusing on and understanding the words and needs of the customer, salespeople can improve their chances of success and build long-lasting relationships with their customers.

Know and Do can make your sales processes better. Get in touch with us we’d love to help.

Customer Acquisition in 2023

Something that comes up a lot in sales related conversations with clients and business owners is customer acquisition. Whatever the market conditions, I’d like to share some basics tips that will help you improve your customer acquisition.

1. Define your target customer: Knowing who you are trying to reach will help you tailor your marketing efforts and make them more effective.

2. Create a strong value proposition: This is the promise of value or benefit you make to your customers. Make sure it is clear, compelling, and differentiates you from your competitors.

3. Improve your website: Your website is often the first point of contact with potential customers. Make sure it is well-designed, easy to navigate via desktop or mobile, up to date and has clear calls to action.

4. Use social media: Social media platforms can be a great way to connect with potential customers and build brand awareness. Be active in sharing value.

5. Offer excellent customer service: Treating your customers well can help improve loyalty and encourage word-of-mouth referrals. Just do what you say you’ll do and that will wow most customers.

6. Experiment with different marketing channels: There are many ways to reach potential customers, including online advertising, email marketing, content marketing, and more. Try different channels to see what works best for your business.

Finally, think through the type of customer you want. You don’t want all customers. You want customers that understand the value of what you do, will promote you and make you feel better for having them onboard.

We’re here to help you on your business journey in 2023. Get in touch to discuss how we can help you have more fun, generate more profit and enjoy your business. andrew@knowanddo.com

Shared Prosperity Fund Management Support Session Announcement

Save the Date - 8th February 2023.

If you’re a Greater Manchester SME, you may be able to access this funded support session run by Know and Do. Connected to the UK Government’s Shared Prosperity Fund this support is aimed at small businesses.

Know and Do are proud to support the work of the Business Growth Hub in Greater Manchester. We have worked with the BGH as a provider across a range of services to SMEs from coaching, consultancy, training around sales and marketing, and mentoring. We’ve delivered practical support to hundreds of SMEs that has helped them to understand and apply new knowledge to make a positive impact for them and their businesses.

As European Funds come to an end, the BGH with GMCA is trialling a new shared prosperity fund that is offering additional support for managers and leaders in what are undoubtedly turbulent times for many. The first pilot phase will offer 120 places of 3 hours of fully funded support for business owners and leaders to explore how they are managing their response to the current cost of living crisis, rising business costs on many levels, and planning for growth.

Know and Do are offering a new group session, working with 8-12 businesses to understand, support, learn, and connect the businesses to help them confidently navigate this turbulent business landscape in 2023. The session will run on the 8th of February from 9.30am-12.30pm.

Places are going fast as businesses sign up to discuss, reflect, network, and plan new approaches to their work. We’d love to have you join us for this new event. Applying is simple and Know and Do can do the 1-page application for you. To secure your spot now, get in touch with us as soon as possible.

To apply, get in touch with Andrew via andrew@knowanddo.com or call the office on 0161 2804567.

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Success Formula Video Viewpoint

Our co-founder, Andrew Ramwell, was asked by MMC Learning to share Jack Canfield’s Success Formula. You can watch Andrew explain EVENT + RESPONSE = OUTCOME in this 5 minute video.

Andrew uses E+R=O with clients to examine their expectations and improve results. The psychology behind the formula means it is an important technique leaders can learn to better manage disruption, unexpected circumstances or challenging situations.

If you want to discuss the contents of the video with Andrew further, contact him direct on 07507 327993 / andrew@knowanddo.com.

MMC Learning is an internationally connected business that delivers online marketing and management qualifications. They are accredited as a CMI and CIM study centre and operate in partnership with Manchester Metropolitan University.

What's the difference between a Sales person and a Sales professional?

When I started my first proper sales job, I worked for two brothers who I thought were natural born sales people. They looked like what I thought sales people looked like, they dressed like sales people and drove top of the range cars. As a young 19 year old, they were everything I thought sales was. How wrong was I.

They inducted us into the company with a 6 week sales programme they co-wrote. This covered all the basics and some advanced areas of the sales process. We had theory, role plays, practice calls, we shadowed on real appointments and we had written tests at the end of every week. Looking back on this, it was impressive stuff but I had little to compare it against at the time. I built an impressive folder of sales material during that time.

I soon began to realise that the reason they seemed like natural sales people was because they were so well versed in their craft it came naturally to them. The best professionals in any field make their skill set look natural because they practice and develop their skills. They always had a book they were reading or listening to. They had tapes of courses on selling and were often meeting other sales professionals to swop ideas and learn more. They kept journals and notes on what worked. Crucially, they also loved sales. They loved the thrill of a good sale and couldn’t abide a dodgy sale.

Sales was an honest profession and done right it was a wonderful thing. Selling was a long term approach. I soon began to see and meet plenty of what I term ‘a sales person’. This is someone who is only interested in making a sale to gain commission. They’ll sell anyone anything, as long as it makes them a pound or two. They are in the churn and burn game. Sell quick and move on to the next mark. They learn the skill or script that makes them convert a high pressure sale and have no real care or concern about the customer.

The difference between a sales person and a sales professional is the attitude, training, values, and a love of serving customers over the long term.

The difference between a sales person and a sales professional is the attitude, training, values, and a love of serving customers over the long term. A sales person is the reason why sales has a negative image in many people’s eyes, as they know someone who has been ripped off and left high and dry by unscrupulous sales tactics. So when it comes to sales - aim to be a sales professional in order to serve your customers in the best way possible.

Start with an assessment of your sales skills, sales knowledge and how you can develop these to ensure that you are recognised for your skills. Sales is made easier and more natural as you develop the right skills. There are so many great books, podcasts, courses and webinars nowadays on sales. There’s still some awful ones as well, but thankfully customer reviews and common sense will normally steer you in the right direction.

Your sales skills will help in all areas of life so get practicing. The best sales skills don’t stand for much if you don’t believe in the product or service you’re involved with . Find a product or service you love and aim to be a sales professional and you’ll have a great time working.

Know+Do run several sales courses to help people fall in love with sales done right. If you’d like to have a chat get in touch via andrew@knowanddo.com or fill in the form below. In the meantime, happy selling.