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Sales Tip Two
Talk less and listen more
I’ve asked this question of thousands of sales professionals over the past 12 years.
How long should you talk in a sales meeting and how long should your customer talk, as a percentage?
The responses I get are as high as 80% customer and 20% seller.
I then follow this question with a second question.
Explore your last ten sales meetings with prospects. How long did you talk and how long did your client talk?
The answers here are very different. In most cases, salespeople talk a lot more than their customers.
To get a definitive answer to this question, we conducted research to attempt to answer this question, with meaningful quantitative numbers.
Our research
Over the past two years, we’ve analyzed the sales conversations of top and bottom performers in 22 different organizations, to try to determine the optimal amount of time a sales professional should speak during sales meetings.
When researching, we assumed that the top performers performed optimally, and as such, we used the time they spoke as optimal. Conversely, we assumed that low performers were not performing optimally and used the time they were talking as the worst-case scenario.
RESULTS
The results weren’t in the high range of 80% listening and 20% talking that most salespeople suggested in training sessions, but in the case of the top salespeople, they still listened more than they didn’t speak.
THE ACTUAL RESULTS
The seller has spoken
The customer has spoken
76%
The worst performers
24%
69%
Intermediate interpreters
31%
42%
Great performances
58%
As you can see from the research above, top performers spoke about 40% of the time, and customers spoke about 60% of the time.
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