Last week I had the opportunity to speak to a group of investment executives in California. One of my mentors, Doug Wood, attended the meeting. Doug has 40 years of experience in the investment industry, and is a legend in the investment wholesaling business. He is a master salesperson, manager, trainer, and entrepreneur. He started out as a speech and drama teacher, and he has always been a stickler for making exceptional presentations. After every presentation he provides me, (or any of the hundreds of other salespeople he has trained) with critique and guidance on how to improve my presentation. One thing I love about Doug is that he always tells me the truth. As a sales trainer and professional speaker, this is invaluable!
One thing I have learned from Doug is that the biggest part of selling is listening. All other things being equal, the salesperson that listens best is the one who gets the sale, and in the most effective sales presentations, professional salespeople listen 60 to 80% of the time. If we truly follow this guideline then we need to make sure we choose our words carefully.
Selling is a profession of numbers and averages, and we want to be...
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