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3. LISTEN CLOSELY
Goal: Give the customers what they want by talking with them, not at them.
Marcus related a personal encounter she had with a salesperson. He established dialogue by insisting he could “get her toughest client who owed her money for six months to pay up immediately.” Fortunately, this wasn’t an issue for Marcus, so she was upfront with the caller and explained that she would not be a good prospect. The conversation didn’t stop there. After letting him rattle on about how great his service was, Marcus repeated: “I’m not a good prospect,” only to be told: “Well, if you would stop interrupting me, I can explain this.” Needless to say, that salesperson got to make his pitch to the dial tone.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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