How to Listen More and Sell More with Gerhard Gschwandtner
The Sales Conversation
In this episode, Gerhard talks about how to listen more and sell more. It’s a fun episode that offers guidance on how to show up with a listening mindset and be present for the customer and ready to discuss the customer problem.
[0:28] Gerhard Introduction
- Salespeople talk too much:
- Anxiety as a cause.
- The first rule for having a good conversation is to prepare yourself:
- Come in with a clean slate.
- Mindset of being there for the other person.
- Use the formula that Dr. Lyman K. Steil developed for listening.
- Many reps will come in and fake listening and wait for the other person to say a trigger word that will then get them into their storyline.
- Salespeople go in and hear the customer say something about having a thought and wanting to explore a different solution, and then instantly launch into a pitch into the solution without really knowing what the problem is.
[3:36] Story About Preacher in Midwestern Town
- Do not immediately dump your entire pitch on your customer when they first walk in.
[5:43] Listening Model – How Do You Get Yourself Into the Listening Mindset?
- You are talking to a human being, not a human doing.
- Be present for that human being.
- Practice mindfulness technique:
- Breathe in – I am aware of my body.
- Breathe out – I am letting go of all my tensions.
- SIER Formula:
- Step 1– Sensing.
- Step 2– Interpret those senses.
- Step 3– Evaluate what you have heard.
- Step 4– Respond.
- By following this formula you go through 3 steps before responding to your client.
- Gives you a better chance of hitting your target.
- Stop and ask questions if the other person is giving you a warning signal.
[10:41] Flow of Conversation
- The state of flow is a magical state leads to the creation of something new:
- Can forget where you are.
- Can lose sense of time.
- Everything is pushed back to the periphery.
- You can go into the conversation with the customer intending to co-create something new and with the intention of being in the flow with them.
[12:28] Constructivism in Education
- Point of view around the student/teacher relationship.
- Dialogue and assimilation.
- Both start to co-create this new way of being.
- We, as salespeople, need to be “merchants of hope”.
- If you find yourself being critical about the customer, it’s probably because you are being critical of yourself.
[18:23] Storyteller vs. Storyseller
- Storyteller is when you do it for your own amusement.
- Storyseller is strategic.
- Have a number of stories that you can weave into your customer conversation at the most appropriate time.
- Selling is a process of co-creation:
- You create the questions, and the customer creates the responses.
- If you are too far ahead of the customer, then you lose the customer.
- If you are too far behind the customer, then the customer is going to lose you.
- You want to be in step with the customer and be in the flow.
- Gerhard Gschwandtner on LinkedIn
- SIER Hierarchy of Active Listening
- Dr. Albert Mehrabian Communication Studies
- Dr. Mihaly and what flow means in the brain
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