There is nothing more fundamental for a salesperson to know than this law. When it is understood and applied the entire process of sales simplifies. When it is ignored, partially applied or worse, misapplied, difficulties arise starting with complexity.

Sales at its core is a simple activity that begins by establishing rapport with the other person, i.e. the prospect. That rapport over time can then blossom into a relationship based on mutual respect, friendship, and trust. It is the ability to consistently create such relationships that one will find present in all star level sales people. And that ability starts with communication.

When one talks about communication there are several major, basic points that must never be violated:

• A recognition that the sales meeting is for the prospect’s benefit, not the salesperson’s
• Therefore when the prospect is talking the salesperson is listening
• The only real necessary emotion at play in the salesperson is sincere, genuine interest that is also well demonstrated
• Listening to and understanding the prospects needs and wants are paramount
• All communications that the salesperson wishes to originate are designed for the prospects benefit – whether as a question to gain necessary information or to present relevant facts

I myself have had many appointments lasting 2 hours or more where I spoke for perhaps 15 minutes. Well you might think to ask what was going on during the rest of that time? The answer is very simple, the prospect was talking! What were they talking about? Their life, family, friends, business past and present, hobbies, other interests, life experiences, philosophy, future plans, lessons learned, personal and professional goals etc. etc. And all during these various meetings when the prospect was talking what was I doing? That’s easy – listening, avidly, and with great interest.

By doing that here is the distinct message that I sent to the prospect:

• That you are interesting
• That everything you spoke about was interesting
• That I care
• That I am a person who likes other people
• And that I am more interested in you and your requirements than earning a commission

Now ask yourself this question: Who would you want to do business with:

The type of person described above or…

A person that did not listen to you when you were speaking, made sales pitches rather than asking appropriate questions, and seemed mainly focused on securing a sale rather than finding out what you really needed and wanted.

Your choice will very likely to be the same choice that your prospect will make and that in turn decides it all.