“Most people do no listen with the intent to understand,
they listen with the intent to reply.”
~Stephen R. Covey
Perhaps when you were a child, someone in your life tried to emphasize the importance of listening by reminding you that we each have two ears and one mouth. According to the well-known saying, we have two ears and one mouth in order that we might listen twice as much as we speak. There’s a lot of truth to that idea, and never more so than when a buyer raises objections during the sales process.
It is important to remember that when a buyer raises objections, they are not complaining, but are asking you, the sales professional, for help.
A common mistake that sales professionals make is to believe they know where a buyer is going with an objection before the person has even finished speaking. The temptation is to be formulating an answer to a question that hasn’t yet been asked. When you are busy putting together an answer in your head, you are no longer fully listening. In doing this, you risk losing your connection with the buyer (people can tell when they are not being listened to!) And, if you jump the gun and assume you fully understand what a buyer is asking before clarifying anything with them, you risk even more.
Rushing to respond to an objection before fleshing it out is asking for trouble.
If you assume to understand what is troubling a buyer based on one small objection and hurry to respond to what they have (barely) said, you could very likely create new and bigger problems. Here’s how that works: The buyer starts to mention an objection and feeling like you’ve heard that particular remark a thousand times before, you all but cut them off with what you believe is the pertinent information they need to alleviate their worries.
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