Back in the good old days, I remember the typical sales training programs I taught were two weeks long. As time has gone by, and based on the demands of my customers, I have shortened it to five days… then to three… then to two… sometimes to one… occasionally to a half-day… and every now and then, and hour. I’m not in the business of wasting people’s time, so I suppose the question is this: Can you really learn to sell in a quicker timeframe? The answer is…. not exactly, but you can learn some solid principles in a short period of time that can dramatically improve your ability to sell. Don’t believe me? Implement the five lessons that follow, and I can assure you, it will prove measurable results.
- Ask Questions and Listen. Oh, my goodness! If only I had a nickel for each time someone said to me, “that old lesson again?” I would definitely have a lot of nickels! I’ve spent the last 30 years of my life traveling the world, and I record role-plays. I rarely hear salespeople actually asking questions and listening. The old adage is true: “The more the client talks, the more they like you.” You’ll have your time to speak. This lesson is number one for a reason. It’s the most important move, and the most forgotten move.
- Ask Open Questions Early. It’s not an interrogation; it’s a conversation, so if you want to open up a closed client, get that client to expand on his or her responses. Simply get your client to feel more at ease in the conversation by asking open questions. All you really need to do is focus on the first word out of your mouth. Use words like, “who, what, how, tell, and describe,” and you’ll be in control of that conversation through your questions.
- Focus on the Client’s Decision Cycle. You may not know this, but people go through repeatable, predictable steps when they make a decision for change. Knowing this cycle, and where your prospect or client is within this cycle, allows for sound strategic decision making. Gone are the days when scripts ruled the world – thankfully! When you better understand where your client is in their decision cycle, you better understand what tactics and process moves will be most appropriate to move the client through his or her decision for change.
- Concentrate on the Problem. Probably the single biggest mistake made in sales is continuing to ask clients about what they may need, and burying them with longwinded explanations of the features and benefits of your product to address that vague list of needs. Our problems shape our needs, and the real selling takes place when a prospect acknowledges a problem without any commitment to fix it. Rather than ask someone what he or she might need, ask them more about the problem he or she is currently having, and go deeper. Rather than waiting for the problem to get bigger, have a conversation and allow your client to tell you the potential consequences of their problem. This not only creates urgency; it diffuses price objections down the road.
- Use the Customer’s Language. Too often we get caught up in listening to a client, and then transferring what we hear into our industry language. Want to see a prospect sit up and take notice? Use their words rather than your own. A good way of making this happen is to take notes, and by doing that, you will be able to capture the words of the customer in those notes. Force yourself to use those words. For extra credit, you might want to remind them that it’s their words you are using by inserting these two words of your own: “You said…” That way, you’ll be speaking the customer’s language rather than your own.
Nothing can take the place of real, honest-to-goodness sales training, but there are some basic moves that anyone can use to sell, and see significant improvement. Contrary to popular opinion, it doesn’t require a specific personality; it requires a certain level of understanding. When you ask open questions early, and generally listen to the answers you are receiving, you create trust. When you focus on the client’s decision cycle, and spend time asking multiple questions about challenges your customers are facing, you create urgency. And when you use the customer’s words, rather than your own, you create a connection. Focus on these five ideas, and you too can be a sales superstar!
What do you get when combine energy, enthusiasm… and great content? You get a “Pocket Sized Pep Talk!” Tune in and you’ll hear a collection of BLArticles®, conversations, and interviews that are sure to teach, motivate, inspire, and dare I say, entertain! https://podcasts.apple.com/us/podcast/pocket-sized-pep-talks/id1497772972
I took a second spin on, “The Abundant Accountant” podcast, this time talking about how to handle objections regarding pricing and fees found here: https://theabundantaccountant.com/episode-96-how-to-stop-justifying-and-explaining-accounting-fees-with-rob-jolles
Before this last podcast, I appeared on, “The Abundant Accountant” podcast talking about Decision Cycles which can be found here: https://theabundantaccountant.com/episode-92-breaking-down-the-6-stages-of-the-client-decision-cycle-with-rob-jolles
I was also on, “It’s Not Rocket Science! Five Questions Over Coffee,” a fun podcast with Stuart Webb. You can listen to the podcast here: https://thecompleteapproach.substack.com/p/five-questions-over-coffee-with-rob#details
If you are looking for something to listen to on your next coffee break you might enjoy this brief chat between me and Tom Bailey, Founder of Succeed Through Speaking and the Succeed Through Speaking podcast. Listen closely if you would like some high value ideas to boost your business results.
You can read the transcript here – https://bit.ly/3BOfU7o
You can watch the podcast here – https://youtu.be/w-QgGvweE2M
You can listen to the podcast here – https://apple.co/2YVGWuN
I Zoomed my way to India to speak with Motivational Diaries, and Ashish Janiani. We spoke for about 30 minutes about sales processes and training for success.
Sales Process To Sales Success || Interview With Robert Jolles – YouTube
If you want to read some “Life Lessons” I was able to share in a recent interview, you’ll find them here: https://worldclassperformer.com/short-life-lessons-from-robert-jolles/
I had the pleasure of appearing on Robert Miller’s, Follow Your Dream Podcast and thoroughly enjoyed the discussion. We go way back in this conversation to my first memories of performance… at age four! I’m sure you’ll enjoy it! https://follow-your-dream.simplecast.com/episodes/rob-jolles-superstar-salesman
I also mixed it up with a wonderful podcaster, Terry McDougall on her Marketing Mambo show. As she puts it, we “Cha-cha-chatted!” If you want to hear sales and marketing go toe-to-toe, you’ll enjoy this show. https://www.buzzsprout.com/1569061/8172686-the-art-of-influence-in-sales-and-marketing-with-rob-jolles
I recently did a podcast with a wonderful, new, and up-and-coming star named Jahmaal Marshall. His podcast is called, “Listen Then Speak.” I’ve done a lot of podcasts, but we got into topics I rarely talk about, and I’m quite sure you’ll enjoy the show! https://podcasts.apple.com/us/podcast/listen-then-speak/id1550684472
I’ve appeared on the “Small Business Advocate Show” with Jim Blasingame for almost 20 years now, and you’ll find dozens of our conversations on his website. We just sat down a few weeks ago for a great conversation about selling fundamentals and the strategic use of stories. Here’s a link to over 100 interviews done over the years, including my most recent interview that explores our many behaviors we display that are based more on a default mechanism than actual logic. https://www.smallbusinessadvocate.com/small-business-experts/rob-jolles-134
We posted a video series on delivering amazing online presentations with my friend, Jeremy Webb. We go over some great stuff including:
- How to Select the Best Equipment for Online Presentations
- Pro Tips for Sustaining Interest in Online Presentations
- How to Look Like a Pro!
- Public Speaking Anxiety Tip
- Virtual Office Setup for Online Presentations
You’ll find the whole playlist here: https://www.youtube.com/playlist?list=PLRO7BsBDl6oL-6ZPW3O01x-g5PiR38ljL
I was recently interviewed on the “Salesman Podcast,” which was a lot of fun. If you’re looking to Change Minds, check out this podcast: https://www.salesman.org/the-simple-step-by-step-process-to-influence-anyone-with-rob-jolles/
I loved talking about the book, Why People Don’t Believe You on a podcast that I’m sure you’ll like called Onward Nation: https://predictiveroi.com/podcasts/rob-jolles/
After 30+ years as a professional speaker and trainer, one of the most common questions I get is this: “How do we make sure the training sticks?” Take a moment and listen to this podcast; “SalesChats” with John Golden. If you want to know why most training fails, listen up! https://www.youtube.com/watch?v=KR3dDOlTK7U&list=FLxBXKhqz0xBwbUPMqNthAJA&index=2&t=1293s
Number one is so true. One of my favorite new mantras is to ask myself throughout the call. “WAIT: Why Am I Talking?.” In sales, it ain’t about you. It’s always about them. So LET THEM TALK!
Isn’t it funny the easiest one to implement, is the hardest one to remember… even for your buddy Rob now and then. Thanks for posting Fred!
Rob, this article is excellent.
One of the AHA moments when I’m training sales reps to be more effective is when we talk about listening skills. Hundreds of them this year have said “OMG, I could definitely be better at listening, but I was never taught this.”
I ask them to write these two words: LISTEN and SILENT. They both have the same letters but are rearranged. We cannot listen unless we are silent. And yes, your point about open-ended questions is another big hit. Some lessons are effective for hundreds of years. You nailed the big 5. Thank you
I had Tom Hopkins on my podcast the day before the BLArticle® came out, and asked him what he’d put as number one. Asking questions and listening! It’s our job to remind those we are working with. I know you’re up for the task! Thanks for posting Neil.
Great Blarticle Rob. One of my favorite selling experiences was a number of years ago that took place in less than 2 minutes (I know your saying “no way Brian talked with anyone for less than 2 minutes…”). It was a cold-call to an employer that I had no knowledge of; no understanding of his business and no solid reason I could center a conversation around. I was prospecting simply from a small list of a few dozen employers that I knew were within 30 minutes of my office. I was lucky to get the owner on the phone… My first remarks were to tell him my name and that I was a specialist in helping small business owners find the most efficient, cost effective benefit packages for their employees. He probably would have hung up immediately but I followed with a question…”I have no reason to believe that you are in the market for my services at this time, but do you have a minute for me to ask you just a few questions…? He said he didn’t have a minute and he continued to tell me that he just met with three different brokers in the past week and the last thing he needed was another proposal… (Using what you note as lessons 3, 4, and 5 — Focus on the Client’s Decision Cycle; Concentrate on the Problem and Use the Customer’s Language— I responded: “Mr. Johnson, I fully understand…the last thing you need is another spreadsheet with more quotes….”. (he relaxed, assured that I wasn’t going any further…) “I imagine you sitting at your desk looking at that stack of binders…dreading the fact that you have to review all of this stuff and make a decision…am I right? “YES….” What if I jumped in my car, came right over to your office, picked up that entire pile…took it back to my office, fully considered every detail …. With a trained eye, I can detail the key comparison points and provide you with a very clear recommendation … Even more important, I love this stuff and you can spend your weekend doing what you love. Like you said Mr. Johnson, unless something critical is missing, there is no reason to add any more to your pile. On Monday, I will have it all back on your desk…with my one page detailed recommendation sitting right on top. If you than decide to move forward, it’s certainly your choice of who you want to work with…I would just appreciate the opportunity to be considered. — (Pause, silence….and a response…) “How quickly can you get here?” I was there in an hour, put everything in a box to my office and my clear recommendation was on his desk that Monday morning. He stood up, shook my hand. I really don’t think that anything else I said in that first 30 seconds would have moved this forward. I acknowledged that he was right, clearly expressed the problem in his own language and offered him a great solution. For the next 10+ years, he never invited another broker to review his benefits but us.
Wow, that reply was more like a BLArticle® then a comment, but a GREAT story! Thanks for posting Brian!