Struggling To Close New Deals? Just Zip It.
Why Salespeople Should Talk Less To Sell More.
Salespeople talk too much. We’re all guilty of it…
It’s all too easy to get carried away when pitching and dominate the conversation with prospective clients. This over-talking not only frustrates prospects, but also reduces the effectiveness of the sales process. Funnily enough, in spite of the knowledge that talking too much is counterproductive, many salespeople still continue to do so…
So the question is why?
Here’s a couple of key reasons…
The Need To Communicate Every Aspect Of Their Value Proposition
Salespeople often enter conversations with a mental checklist of things they believe they must communicate in order for the prospect to understand the value they bring to the table. This list includes their value proposition, past client successes, relevant experience, and proprietary processes.
The problem is that this approach is one-sided. It doesn’t take into account the client's specific needs or questions (the most important part) and can lead to salespeople making uninformed suggestions.
The reality is, if your marketing and positioning has been done in the right way, the prospect should have a pretty good understanding of your value proposition before you even speak to them. Therefore, when you do talk with prospects, focus on the good stuff, which is the prospect themselves!
Ask the right questions, listen to the answers, and make informed suggestions off the back of them… the chances are, they probably already know more about you than you think.
The Pressure to Perform
The desire to demonstrate expertise and deliver the ‘perfect pitch’...
Salespeople are always under pressure. Whether it be from superiors, peers or themselves , there is always a pressure to perform.
Generally, this is a positive (pressure makes diamonds!), but in some cases it gets in the way.
By becoming overly consumed by their own performance, salespeople can forget what’s most important - the prospect.
A common example of this is the tendency to prematurely match the client’s stated needs with the salesperson’s available solutions, often interrupting the client in the process. This behaviour not only cuts off valuable information but also reinforces the perception that the salesperson is more interested in making a sale than in understanding the client's needs.
It’s also very common when there are multiple salespeople in the same pitch. There is an intrinsic need to feel as though we have contributed to the conversation, and so sales people end up playing pitching ping pong whilst the prospect becomes a spectator…
What’s The Impact on Client Perception?
From the client's perspective, a salesperson who talks too much can come across as lacking confidence, expertise, or even business. This behaviour positions the salesperson as a vendor rather than an expert. Clients may also feel that they are not being heard, which can lead to poor closing ratios and prospects going dark, i.e., not responding to follow-ups or moving forward in the sales process.
So how do we resolve this and ensure that we listen more effectively?
Here’s 3 actionable tips:
Use a Reminder: It can be as simple as placing a sticky note on your desk with a message like “Shut up”, as a reminder to talk less.
Monitor Talk Time: Use tools like Fathom or Fireflies to track the percentage of time spent talking during sales calls. Aim to keep it below 40%. If it’s higher, actively review your calls and look at areas where you could improve.
Let Go of the Need to Communicate Everything: Enter sales conversations without a strict agenda. Focus on listening rather than on getting through your checklist of points.
This wouldn’t be a sales blog if we didn’t have a dig at marketing, and so of course, it’s important to reinforce this point…
The Role of Marketing:
Over-talking in sales often stems from a lack of effective marketing. If your marketing has done its job—clearly articulating your firm’s value, expertise, and processes—prospects should already be familiar with your key selling points. This allows the sales conversation to be more focused on the client’s specific needs rather than on introducing who you are and what you do.
Work with your marketing team to make sure that you’re all aligned, and that you have an effective communication strategy in place to ensure prospects know what they need to know before you ever speak.
Takeaways:
By focusing on listening more and speaking less, you not only improve your sales outcomes but also position yourself as a trusted expert rather than just another vendor. Implementing these changes may be challenging, but the potential rewards in terms of better client relationships and improved sales performance are well worth the effort.
