I am all about brevity with regarding to the spoken or written word. My extensive background in Public Relations has transformed me into a succinct communications machine. I no longer have the ability to write or speak incessant babble. While this has served me quite well in my Marketing career, I’m also learning it has tremendous applicability in selling. You often hear about salespeople that talk 90% and listen 10% as opposed to the prescribed inverse equation.

In this vein, I believe a great way to stand out from your competitors is to talk very little about your business and rather ask tons of questions about their business. Wait for the prospective client to ask you about your products and services before going into your sales dissertation. Furthermore, keep your sales rhetoric short. There’s nothing worse than a salesperson/marketer that doesn’t know when to stop talking.

Now imagine you are a prospect looking for a computer consultant. You visit with three potentials and all go well except one of the three listens intently to everything you have to say and probes and probes into your business needs and challenges. The others simply provide a capabilities data dump. Let me ask you this… “Who would you choose?”

In the interest of brevity, that is all I am going to say.

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