The vast majority of people retain information better when they read it themselves versus when they hear the same information.

Use this to your advantage by making it a technique you use during a sales presentation.

One way to do this is by taking your presentation materials and highlight one key point you typically use in your presentation.

Rather than stating the key point yourself and expecting the customer to understand what you said, switch things up and ask the customer to read the statement.

After they’ve read the statement, ask them what it means to them.

What we’re doing with this approach is engaging the customer using more of their own natural learning skills.  The beauty of this approach is you can use it at almost anytime during the sales call.   Using it early in the call can help you get the customer involved.  Using it later in the presentation can help you set up a trial close.

Either way it helps you move the sales process forward.

Far too many sales calls are nothing more than one-sided conversations that should really be referred to as a bad lecture from a boring professor.  This is exactly what this technique helps to prevent.

If you’re a salesperson who struggles with getting good dialogue from the customer, try using this on every sales call.  When you use it remember the key to making it work is by asking the customer immediately after they’ve read the key point you want them to read what it means to them.

The power is in the open-ended question you’re asking them.

After they’ve shared with you their response as to what it means to them, follow-up again by asking them another question based on what they just shared with you.  It’s at this point the customer is now giving you valuable information with which you can use to close the sale.

Copyright 2012, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.

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