Salespeople become weak the moment they become the protagonist; strong sales do not steal the spotlight in a conversation
When it comes to sales,
Being a good talker.
Giving clear explanations.
Being persuasive.
People often think that such individuals are strong.
However, in actual negotiations, strong salespeople are a bit different.
Instead of talking themselves, they get the other party to talk.
What I was conscious of during my time in sales was
having the other party do 80 to 90 percent of the talking.
The protagonist of the conversation is the other party.
But the facilitator is you.
Once you can grasp this feeling,
both sales and negotiations change significantly.
"I ended up doing all the talking, didn't I?"
During my days as a salesman, I was often told this after meetings.
"I ended up doing all the talking, didn't I?"
"Next time, please let me hear your story too, Routine-san."
When they say that,
they might look a little apologetic.
But for me, it was exactly what I had aimed for.
If the other party talks a lot,
what they value.
What they are struggling with.
What kind of words they use.
What they feel uncomfortable with.
A great deal of information becomes visible.
For a salesperson, the other party's words are the very material for a proposal.
Proposing in the other party's own words
Even with the same content, the way it is conveyed changes depending on how it is said.
For example,
Some people say "solution," while others say "remedy."
Some people say "challenge," while others say "problem."
It is not a matter of which one is correct.
What is important is to align yourself with the words the other person usually uses.
People find it easier to understand words they are accustomed to hearing.
Therefore, I try to remember the words the other person uses as much as possible and use them in my subsequent proposals.
I try to use them in my subsequent proposals as well.
It is not about forcing my own words on them.
It is about borrowing their words to convey my proposal.
This alone significantly changes the level of conviction.
Negotiation is not about "persuasion" but about "landing together"
When you first start in sales,
you tend to think that negotiation means persuading the other party.
However, someone who has been forcefully persuaded
might nod at the time but will backtrack later.
What is important is
to make them feel
that they "decided it themselves."
To that end, you ask the other person questions.
You have them think.
You have them talk.
While you organize their answers, you guide them toward a common goal.
This is the same for contracts and internal coordination.
While elevating the other person, you create the path forward.
I think this is the interesting part of negotiation.
Preparation is required to get them to talk 80-90% of the time
Of course, it does not mean you should just stay silent.
If you can get them to talk 80% of the time just by saying, "Please, go ahead and talk," sales become much easier.
What you need are questions.
What you need are questions.
"What is the biggest problem you are facing right now?"
"Why is that happening?"
"What would the ideal situation look like?"
"What have you tried so far?"
This is how you dig deeper, little by little.
Create a sequence that makes it easy for the other person to talk.
Nod along.
Do not interrupt them.
In sales, designing how to listen is often more important than speaking skills.
You can also train this in everyday conversation.
This skill is not just for sales.
Meetings with your boss.
1-on-1s with subordinates.
Consultations with colleagues.
Conversations with family.
It can be used in all of these.
Instead of stating your own opinion immediately,
"What do you think?"
Ask that once.
That alone will change the conversation.
People are more likely to open up to those who listen to them.
This might be more of a fundamental aspect of human relationships than a sales technique.
This might be more of a fundamental aspect of human relationships than a sales technique.
Reduce the amount you speak just once today.
You only need to focus on one thing in your next conversation.
Before you speak, ask just one more question.
That is all.
You will see one more layer to the other person's thinking.
You will see their verbal habits.
You will also gain more hints for your proposal.
You don't need to aim to be a good talker.
First, aim to be good at getting them to talk.
Key takeaways from this lesson
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・Make the other person the protagonist in sales conversations
・Let the other person do 80-90% of the talking
・Use the other person's own words to convey your proposal
・While elevating the other person, you lead the progression
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What is important in sales is not getting them to listen to your story.
It is getting them to talk enough.
If you get them to talk, you will see who they are.
If you see who they are, your way of communicating will change.
And if your way of communicating changes, the results of the negotiation will change too.
The protagonist of the conversation is the other person.
However, you are the one who creates the path to the goal.
That balance is what creates strong sales.