Ask Questions and Listen

One of my most important sales lessons was taught me by a gentleman named J. Henry Thompson.

Mr. Thompson was a District Manager for Diebold, Inc. He lived in Dallas, Texas and called on dealers in a several-state area. From 1954 to 1959 I worked for an office equipment company that was one of his dealers.

He was a real pro!

One day he was making calls with me. One of our calls was on the office manager of a large grain company.

I was young and green. I’d never been able to get to first base with the office manager. He was unresponsive, abrupt and had a flinty look in his eyes that would have penetrated a Sherman tank.

The previous times I called on him I averaged lasting about two and one-third minutes before he threw me back out into the cold, cruel world.

Looking back, I did everything wrong. I’d go into his office with a new product in my hand and try to sell it to him. Nervously, I’d dominate the talking, try to act brave and then when I’d finish a paragraph…swish…he’d lower the guillotine blade and I’d be left headless and bleeding.

I blew it the day Mr. Thompson went with me. The prospect pulled his usual trick. When I began talking he’d look at me showing no emotion, reach into his pocket, and pull out a nonfiltered Pall Mall cigarette. Looking me straight in the eye he’d roll the cigarette so that pieces of tobacco would flake out on his lap. When enough had flaked out, leaving unfilled paper on one end, he’d put the other end in his mouth and fire it up. A big flare would go up. He’d then stand up to dust off the tobacco from his lap and dismiss me.

Mr. Thompson observed the whole show. He didn’t say anything, but just thanked the man as we left.

When we got out to my car he said something to me that I’ve never forgotten. I’ve related, assimilated and applied it in hundreds of sales calls! It’s been a major point in seminars I’ve conducted over the years.

Mr. Thompson said, “You may want to try asking questions and listening, rather than doing all the talking!”

He was very kind and sensitive about saying it so I wouldn’t be offended. His words hit me like a bolt of lightning! I was ripe to hear them. If anyone else needed them, I did!

“Ask questions and listen.” I tried it. I developed approach questions like, “How long have you been with the company?” and “What are some things that helped you get where you are today?” I asked ice-breaking questions about things I saw in people’s offices. About their interests.

Then I learned to ask indirect questions that got people talking about their needs. I developed trial-closing questions that give me feedback as to people’s opinions and feelings.

I learned that more selling was done when I listened than when I talked.

As I asked questions my confidence rose. My call reluctance decreased. My sales went up. Customers seemed to like me more. My communication skills increased.

I’m still learning how to ask them!

“You may want to try asking questions and listening, rather than doing all the talking,” was some advice that hit me right where I needed it.