During over twenty years of selling, I heard this phrase repeated countless times.  I usually felt deflated by the idea that my delivery and content mattered less than talking to as many prospects as humanly possible. 

There is no doubt that casting a wide net has its benefits.  The more people who encounter your product, idea, or solution, the more likely someone will emerge ready to buy. But is that all there is to selling: math and time? 

To close good business and gain long-term customers, the method matters.  So does the message. Take heart, salesperson. While you’re targeting the highest number of prospects, you can also increase the likelihood of success by refining the skills you already have. Mastering two techniques will quickly elevate your ability to move people.  At Decker, we call this communicating to influence.

Listener Analysis

Have you ever sat in a meeting watching a very intelligent and prepared person speak about a product you care nothing about? While they carry on about the features, advantages, and benefits of their product, your mind wanders to the next coffee break or a string of emails that need your attention.

This is the primary mistake salespeople make.  We spend most of our time mastering our products and solutions, and very little time thinking about our clients. We gain a deep understanding of how our products work, why we are better than our competition, and how to win with quality over cost. Then we dive into a discussion with a potential customer, hoping to close a sale. 

Before you make a call or meet with a prospect, ask yourself: 

• How much have you thought about them? 
• What does their world look like? 
• What do they need? 
• How do they measure success? 
• What bad experiences have they had with someone like me, and what would put them at ease?

Even a brief listener analysis will set you apart. Make this a habit.  Learn as much as you can about the person and their position.  This will steer you towards the ideas that matter to them. When they sense that you understand them, they will give you the chance to be understood.

Point of View

What is the big idea? What is the main thing you want them to remember? Yes, you are selling something. But above the “something” is another idea altogether that bonds them to you. 

Maybe you started with a sales pitch like, “We are the best in our industry.” Perhaps that’s true, but that is self-focused. Rethink from their position and make it about them from the beginning.  

A better way to introduce your solution could be, “You need to partner with someone you can trust.” 

This small difference in wording creates a seismic shift in focus.  The message is now about THEM, and it offers a vision of partnership.  You’ve changed the conversation from a one-way pitch to a two-way dialogue. You are no longer merely informing.  You are now influencing.   

Make Those Numbers Count

At Decker, we guide you toward listener-focused messages that offer compelling points of view. Our clients tell us that these practices make an immediate impact in gaining buy-in from their customers. This is communicating to influence.

Are you a salesperson or organization looking to sharpen your sales communications? Check out our courses or subscribe to our blog. We can show you how to make those numbers count.