Why You Should Shut Up and Listen for the Close
by Jeff Shore
“Shut up. Just…shut up. You had me at hello.”
You can probably name the famous movie and the famous actress who uttered the line. I just wonder if we’ve ever really considered the advice.
Consider this scenario.
The salesperson states, “The beauty of this model is that you don’t have to maintain it – ever.”
The customer says to himself, “You know what, that’s pretty important. I am here because my last purchase ended up in a maintenance nightmare. The thought of not thinking about taking care of this is really appealing. And by the way, why is this salesperson still babbling on and on.”
Meanwhile, the salesperson is thirty percent into his pitch on reliability. “The secret is how we construct the framing. We use a robotically engineered a-frame base that we reinforce with a polymeritain support shaft. The resulting congulation of the metimer cross-support makes for extraordinary liscority. And why? Well that has to do with leveraging of the pondel hammers which we engineered to within 1/100th of…”
(Note to reader: don’t bother to Google the words in the last sentence; I made them up.)
And the customer is thinking, “Shut up. Just shut up. You had me at no maintenance.”
How often salespeople talk themselves right over the closing moment?
Here’s an idea. Say more by talking less.
Let’s replay that, with Jeff Shore as the buyer.
Salesperson: “The beauty of this model is that you don’t have to maintain it – ever.”
Jeff Shore: “Sweet.”
Salesperson: “Do you want the details on the construction?”
Jeff Shore: “Nope.”
Salesperson: “Would you like to buy it?”
Jeff Shore: “Yep.”
Seriously, for 98.3% of the people on the planet, the more you talk the less likely it is they will buy.
Say more by talking less, my friends.
Shut up. Just shut up. And you can change their world.
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