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Sales Tip Two
Talk less and Listen more
I’ve asked thousands of sales professionals this question over the past 12 years.
How much time should you talk during a sales meeting and how much time should your customer talk, as a percentage?
The answers I get are as high as 80% the customer and 20% the seller.
I then follow up this question with a second question.
Research your last ten sales meetings with prospects. How long did you talk and how long did your client talk?
The answers here are very different. Most of the time the sellers talk a lot more than their customers.
In order to get a definitive answer to this question, we conducted research to try to answer this question, with significant quantitative numbers.
Our Research
Over the past two years, we’ve analyzed the sales conversations of top and bottom performers in 22 different organizations to try to see what the optimal length of time for a sales professional is during sales encounters.
After doing the research, we assumed that the best salespeople worked optimally and as such we used the amount of time they spoke as the optimal. Conversely, we assumed that the lower performers were not performing optimally and used the amount of time they spoke as the worst case scenario.
RESULT
The results were not at the high end of 80% listening and 20% talking, as suggested by most salespeople during training sessions, but in the case of the best salespeople, they always listened more than they talked.
THE DEPARTMENTAL RESULTS
Salesman Has Spoken
Customer Has Spoken
76%
Bottom Performers
24%
69%
Intermediate Performers
31%
42%
Best Performers
58%
As you can see from the research above, the top performers talked about 40% of the time and the customers talked about 60% of the time.
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