Campia tl

stand to lose too many customers today, we need to understand what the issues are before we can start solving the problem. Indeed, the temptation is to listen to a complaint and jump straight in to answer why, what and how. But after allowing the customer to speak, the real answer is to still keep quiet and nod. What you often get after a long bout of silence is the real answer to what the issue is, because the customer cannot stand the silence and starts off again and the real truth comes out. The reason why silence is golden is that most of us have real trouble with mouthing off, so we skirt around the real issues. Then when there is a silence, we think we need to chime back in. Let it not be you, as this is when the real issues surface.

Early in my career, all too many sales calls began with me introducing myself to the store manager, and then being directed to take my sales bag and myself out of the storesometimes not so politely. I have even had dogs set on me! Now I knew it could not be me and something must have happened in the past especially when I was the fourth rep they had seen from our company in the past year. There was only one course of action: identify the issue, listen, listen, and listen, and allow them to vent. Just because you are listening and they are venting doesn't mean you are agreeing with them. At the end summarize what they said to make sure you have fully understood the issues. Clearly, ifthere is a mistake, do not try to defend it. Fess up and deal with it, and always go one step further than is expected. If you had wished you or your company had done something better, let them know. Focus on the issues, not on the venom often floating your way. It is not normally personal despite how offensive the other party might be. Displaying patience, calm and real empathy will work better in making sure you solve the problem and put steps in place to make sure it doesn't happen again. Often the hurt party can even give you the solution, but to get it you have to listen.

Calls that started badly for me often might not result in a sale, but I knew that solving an important problem for my customer and being willing to take responsibility for it, was the right thing to do. Never did I feel better about a call than when I walked away knowing that I could return the next time, head held high, and I would be welcomed. It would lead often times to more business than the company had ever achieved before. Indeed. I used to be a real masochist and actually enjoy those calls, because many of these negative accounts went on to become our biggest customers. Sometimes the temptation is to back away from complaints, but at the end of the day meeting them head on and not allowing them to fester is the sign of good salesmanship.

Listening leads to trust, lowers resistance, and builds a rapport that endures long after the door closes on this particular chapter. But it's a skill that needs constant practice. Even when your wife screams at you to get outside and mow the lawn, golden silence should prevail, even though I have learned that you can't win them all. Coming, honey!