Have you ever been so focused on asking a client a question that you didn’t really hear the answer? Or, perhaps, your client started to answer, but you had another thought on your mind and cut them off without noticing? During my first couple years in sales, I was focused on my message and I know I was guilty of both of the above. It’s not because I’m not a good listener, but at the time, I was focused on the wrong things and in sales settings, I was doing too much talking. It took time and experience, but I learned getting clients to open up and engage is something every client-facing professional should foster and embrace. However, back then, I was too busy trying to sell instead of trying to engage. I had a mission and that was to tell them why they should buy from me. Boy, did I have it wrong!

I remember when I started to understand that I had to learn to let the client do the talking. I was at a meeting in Southern California. I spent 5 days on the road, attending 26 meetings in that whirlwind week, which included three networking functions. I was joined by my manager at the time and into the second day of the trip we had a meeting which looked to be very promising. I had done my homework, I knew what I wanted to uncover and I felt I was ready. There was one crucial piece of information I was hoping to take away from the meeting. When I had the opportunity, I asked a pivotal question, which the client started to answer. At the end of the meeting, my manager asked me if I knew a certain piece of information. I said, “She never answered me.” That’s when he pointed out that she tried to answer me, but I cut her off and jumped on another topic. I was embarrassed, I had missed out on something critical to winning their business away from a competitor and I could have totally controlled the outcome. Instead, it was a failed meeting. It was at that moment, I realized a critical piece I was going to focus on: listening. Over the years, I’ve learned to become very skilled at asking thought provoking and engaging questions. I have also learned to let the people in the meeting answer and let them drive the conversation, while I use questions to keep things on point or focused where I need them. It’s something that has become a talent, but it came from hard work and self scrutiny. I became my own toughest critic.

If you’re in a client-facing role, such as project management, business development, or some other position where you’re directly communicating with prospects and clients, focus on becoming more engaging. Learn to ask better questions and find ways to uncover those critical pieces of the puzzle. If you’re not good at listening, find ways to get better. What worked for me? I actually practiced. On my own time, two friends of mine who understood sales helped me role play meeting scenarios. I was determined not to embarrass myself or miss another clue. It made a world of difference. In addition, I used to record myself on the phone so I could hear what I sounded like. There is nothing more embarrassing or enlightening. Do you suffer from saying, “um” repeatedly when you present or conduct meetings? Do you have some other nervous habit when you speak? Break out a recording device and you’ll be surprised what you can learn.

Everyone has been guilty of interrupting someone during conversation at one time or another. Though often not intended to be, it’s considered rude and can be disruptive. When it comes to prospects and clients, not only are those two things true, in addition, you might just have missed the answer you were waiting for. Want to make sure it doesn’t happen to you? Your new mantra should be “Shut Up and Sell.” Learn to master that and you’ll never miss that crucial answer again.

If you want to learn more about my perspective or to learn more, visit www.actusmr.com or email me at paul_kirch@actusmr.com.