Talk less and sell more


Well, what do you know. There’s an excellent sales and marketing  lesson tucked inside Quiet: The Power of Introverts in a World That Can’t Stop Talking.

Among many other interesting things, this book tells the story of Jon Berghoff.

When Jon was a socially awkward teenager who would hide in the library during lunch he was also a standout salesman of kitchen knives. He earned $135,000 in commissions during his senior year. Two years later he increased his sales territory by 500 percent and trained 90 other sales reps.

How did he do it even though he doesn’t have the stereotypical sales personality?

This is what he says:

I discovered early on that people don’t buy from me because they understand what I’m selling. They buy because they feel understood.

I got to the point where I could walk into someone’s house and instead of trying to sell them some knives, I’d ask a hundred questions in a row. I could manage the entire conversation just by asking the right questions.

A lot of people believe that selling requires being a fast talker, or knowing how to use charisma to persuade. Those things do require an extroverted way of communicating. But in sales there’s a truism that ‘we have two ears and one mouth and we should use them proportionately.’ I believe that’s what makes someone really good at selling or consulting – the number one thing is they’ve got to really listen well. When I look at the top salespeople in my organization, none of those extroverted qualities are the key to their success.

It’s all about listening. A skill that makes you a better human being as well.

By the way, if you or someone you love is an introvert, I can’t recommend Quiet: The Power of Introverts in a World That Can’t Stop Talking enough. It examines introversion from a cultural and historical perspective, with plenty of stories as well. So it’s unlike any other book out there on this topic.

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