Listening is Selling

Credit: Bill Gillespie

If you're listening, you're selling. If you're speaking...maybe not.

A few lifetimes ago I joined an association founded by a group of clients I did business with. I'll forget the proper name but these guys bought printing for a living. They worked for advertising agencies, studios, corporate marketing departments and in house creative groups.

Most of the members bought printing for a living. They allowed people like me to be associate members. We paid dues, couldn't vote, were not allowed to sell at meetings but could attend.

I thought it was a wise use of my time. Most of my peers did not. They would complain that they couldn't pitch their services and were simply ATM machines for the club.

I saw it differently. Meetings involved panel discussions. People that bought what I sold during the day addressed what frustrated them with business. These prospects shared insights and debated solutions. I took tons of notes.

Some of the members were customers. Most were not. I behaved and never spent a moment selling. I met lots of folks.

One day my phone rang. It was a lady from one of the city's premier ad agencies. She had been part of a panel discussion a few days earlier. We'd been introduced but it was very casual.

After some small talk she asked, "why haven't you called on me? I'm sure you know we have lots of work. How is it that we aren't on your radar screen?"

I responded that I was honoring club rules. I added that she seemed to have her printing program in solid order. I was impressed with her perspective and enjoyed learning how buyers saw industry challenges.

I added, "if you think that means I wouldn't like to work with you, you'd be mistaken. Everyone in town wants to do business with you guys. You can add me at the top of that list."

Fast Forward: She asked me to visit. I did; we shared ideas and wound up doing business. We did lots of business for a very long time. I earned my invitation without saying a word.

I've written this before. Customers don't buy when they understand your offer. They buy when you understand their need. Attending club meetings, listening and taking notes validated the lady that called me. I suspect trying to sell to her during or after a meeting wouldn't have.

Being where your clients are is good stuff. Some of the best selling I ever did was participating in client charity events or client picnics. If I could help build a home or serve in a soup kitchen I signed up. If I could sponsor a golf hole for a client tournament, I did that too.

Joining their club and attending their meetings was golden. I learned tons and my numbers grew. The lady that called me from the agency wasn't the only new customer I earned by being a member and listening.

Gang, Selling Is Simple. Don't listen to the "experts" that complicate it or peddle magic techniques and phrases. Be where your clients are. Get to know them. Listen to their frustrations and concerns.

Show you care and solve their problem. You'll be unstoppable if you do!

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.