We’ve just finished a book recommended to us by Tom ‘Big Al’ Schreiter called “The Secret of Selling Anything” by Harry Browne.

On the first page, Harry tells us that his book is a roadmap to success for a person who is NOT aggressive, NOT a ‘smooth talker’, and NOT an extovert.

That describes us, and we’re sure Tom would agree that it fits him as well.  Tom opens most of his sessions with “I’m an engineer.  This is as exciting as it gets.”

The big lesson we got from the book and from talking to Tom is that we tend to tell people way too much.  Waaaaay too much!

What we need to do is find out what people want to know and tell them just that.  If we try to tell them what WE think is important, it just puts them off.

Worse than that, it brings up other questions in their minds, and actually delays their decision!

By sharing too much information, we’ve just shot ourselves in the foot.  Or, as Tom puts it, “They were ready to join us, but we talked them out of it!”

Harry Browne says, “Find your prospect’s motivation and appeal to it!”

That means that we have to learn to find out what motivates our prospects – their needs and wants.  Too simple, right?

We have to learn to ask questions like …

“What are you looking for?”
“What’s the best way for us to help you?”
“What is the biggest challenge you are facing in your business?”
“What’s important to you when choosing a company?”

And then we have to LISTEN!

Browne tells us, “Find out what people want and help them get it!”

That means listen, listen, listen, and put all your efforts into solving that person’s problems.

Do not ever attempt to ‘close’ anyone with any of the irritating, transparent, pressurized cheesy techniques we’ve been taught in the past.

Ask, and provide short answers to simple questions like …

“What else would you like to know?”
“What would you like to do next?”

If our only aim is to find out what someone needs and then determine whether we can fill that need, we never need a ‘script’ that makes everyone uncomfortable.

All we have to do is listen and try to please.

What a relief!

Bob and Anna Bassett
Skype bobbassett