A turkish proverb says “If speaking is silver, then listening is gold”. We all know that proverb.
We have so much to say, because it’s important, isn’t it ? No-it-is-not.
But I am in marketing, so my objective is that my customers listen to me? No-it-is-not.
But I want to speak since I have lot’s of stuff to tell my customers on how to make their business better, more efficient, lower costs, if they buy our products or services !
Our customers would be foolish to “not” listen to us, right? No-it-is-not.
How do we marry these 2 principles of listening and wanting to speak ? Yes you can!
First you listen
Recently Brian Solis posted this image on Flickr.
The intersection between listening to what buyers want, and talk about what they want, that’s exactly what you need to do to have him listen to you and start engaging with you.
Before buyers want to listen to you, as anyone in sales knows, you need to understand what makes your buyer ‘tick’: what is currently a top of mind issue today that you can solve?
Only when you can speak to him using the exact same words that he would use to describe his issues, then he will be listening.
So the trick is knowing what to talk about. And the only way to find out is to listen to “his world”. Now often, customers know their issues, or at least feel that somethings not right, but even more often than not, they don’t have a solution. In many cases it’s already hard for them to describe their problem.
So if it’s already hard for them to describe it, how on earth are you going to speak to him?
The answer, my friend, is by UNDERSTANDING HIS WORLD.