Professional salespeople are focused on being solutions providers.  To do so they must excel at gathering information from the prospect to determine if leasing land to us for a structure or if outdoor advertising would in fact be a good fit for their business.  Executed properly a professional sales call is much more like an interview than a “pitch” as most would envision.

For salespeople to conduct effective interviews, they need to hone the art of speaking less and listening more. Exceptional listening isn’t an innate talent for most; it’s cultivated with intent and effort. Below are some strategies to amplify your listening skills:

1. Preparation is Key: Prior to the meeting, immerse yourself in thoughts about your potential client. Dismiss distractions and mentally commit to offering them the best listening experience they’ve ever had.
2. Set Clear Objectives: Commit to understanding your prospect’s values, beliefs, goals, desires, dreams, fears, and concerns within the meeting’s duration. Your goal should be to truly comprehend their words, not merely to formulate a response.
3. Adopt a Listening Posture: Maintain consistent eye contact and avoid wandering eyes. When the prospect speaks, lean in slightly; when you speak, lean back a bit. Occasional nods, smiles, and eyebrow raises can affirm your engagement.
4. Note-taking Demonstrates Interest: Politely ask if you can jot down points during the conversation. This not only signifies your interest but also allows you to control the conversation’s flow and review insights later.
5. Minimize Distractions: Pay no attention to external disturbances like noises or passersby. Envision being in an isolated space with your prospect, where only their message matters.
6. Speak Sparingly: Recognize that speaking and listening can’t coexist. Wait patiently, allowing your prospect to complete their thoughts. Resist the urge to interject prematurely; evaluate their statements once they’ve concluded.

Several years ago, I was meeting with a large regional bank executive regarding working with them in an extensive engagement.  At about the 30-minute mark in our conversation he abruptly stopped mid-sentence.  He said, “I just figured something out”.  When asked what that was, he said, “We’ve been speaking for quite a while now and you haven’t said much of anything.  I realize that the more I talk, the more I like you!”  Never forget, everyone’s favorite topic is themselves.  If you want to create an environment where you establish rapport and have the prospect share with you exactly what you need to know to properly solve their business issues…shut up, you talk too much.  Be a better listener!!

Need help with sales skills or coaching to take your out of home company to the next level.  Learn more about OOH Sales Mastery at oohmastery.com  or Contact Dan Nausley at  dan.nausley@sandler.com, 423.702.5579.

Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching. 

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