The single biggest complaint of professional purchasers is that salespeople talk too much and don’t listen enough.
That’s according to the Purchasing Manager’s Association of America’s annual survey.
Poor-performing salespeople dominate the talking, while top salespeople dominate the listening. It’s possible for a salesperson to talk too much, but it’s rarely possible to listen too much. When salespeople are excellent listeners, prospects and customers feel comfortable and secure with them. They then buy more readily and more often.
The second biggest mistake made by salespeople is their failure to ask enough good questions or phrase them properly. The key to understanding customers has more to do with questions salespeople ask rather than the answers they provide.