The
Power of Small Talk
Outstanding salespeople all do one thing very well--they
know how to effectively communicate. They are especially great at making small
talk, meaning they know how to start and maintain conversations with new
people. Making good small talk is a skill that can be learned and used by
anyone who is eager to improve his or her sales!
People tend to buy from salespeople they know and like.
That’s why ninety percent of sales result from existing relationships. Bonds are built between people based on
information gathered during numerous conversations. Being able to make
effective small talk begins the process of building those relationships.
I am asked frequently why I’m able to sell the way I do. I
learned my craft from my father, who was a life-long salesman. However, I’ve
learned some additional techniques along the way that have helped me be
successful—such as learning how to make small talk. It didn’t come naturally,
so I watched how others did it and learned from them. I now credit having the
ability to make small talk for a huge part of my success, and I work at
perfecting it all of the time through practice, practice, practice.
Some people are very out-going, while others are somewhat
shy and reserved. Those of us in the latter group tend to be less confident
when it comes to handling rejection. One way to overcome shyness is by learning
to ask questions that will cause others to talk, so you can sit back and listen
to what they think about things. Here
are some additional tips on ways to make effective small talk:
1. Ask
Questions
When you meet people
initially, you have a limited amount of time to connect with them. If you spend the time talking only about
yourself, you will miss the opportunity to learn about them. Instead, ask them
several questions, particularly trying to find out what interests them.
2. Listen Carefully
Knowing how to listen
is an important skill to develop. People
say many things while talking, but some of their comments are more important
than others. By paying careful attention to what someone is saying, you can
weed out unnecessary material and focus on the information that will help
foster relationships.
3. Be Polite
People make frequent
changes today in both their personal and professional lives. It’s best to avoid
asking open-ended personal questions that might put someone in an awkward
position. Instead, let someone volunteer that type of information at his or her
own pace. The last thing you want to do is make them feel uncomfortable or
under pressure.
4. Have a Few Meaningful Conversations
It’s better to have
meaningful conversations with a few people than trite ones with many people.
It’s better to spend more time with the people with whom you have shared
interests and strengthen that bond. The best information you can glean from
potential clients comes from conversations that last more than just a few
minutes.
Everyone is unique, so you will be more successful if you
develop various talking and listening styles. Being able to adjust your own
style to respond to the personality style of the person with whom you are
visiting will help you move faster in the relationship building process. Here
are some examples of personality types:
When someone talks
all the time, most of what he says is useless information for the selling
process. It requires you to listen very carefully to separate the meaningful
comments from the extraneous statements.
Finishers are nothing
more than interrupters, because they always answer for you. When someone cuts you off in mid-sentence,
politely agree with him or her, and then change the subject. Doing so will
catch the finisher and off guard and you will regain control of the
conversation.
Mumblers
talk so softly that they are hard to understand. When talking to a mumbler, politely ask him to speak a little louder. Say you
have a bit of congestion and are having trouble hearing. That way you won’t
hurt their feelings and you’ll cause them to speak louder and clearer.
Some people are so withdrawn that they
become paralyzed when someone tries to make small talk with them. When you run into this personality type, still
make your usual pleasantries but gently excuse yourself and move on. Don’t waste time trying to make conversation
with people who cannot reciprocate.
To start conversations off on the right foot, it’s
comforting to have some opening lines that build your confidence. Here are some suggestions:
If you read your
local newspaper everyday, you have endless new topics to talk about with
others. Perhaps your local sports team is doing well or there’s a hotly contested
election in your area. When you ask people their opinions about these subjects,
most are eager to give them to you.
Most people like to
talk about their family members. A great way to start a conversation is by
asking someone about her spouse or children. Family is important to most people
and they will be flattered you asked about theirs.
A great way to get
someone talking is by asking about his or her business. If it has been good,
they will tell you immediately. If they say it’s been bad, you might cut short
the conversation because they are unlikely to be a desirable prospect.
There are hundreds of other things you can ask people that
will begin a conversation. The best
questions for you to ask are ones, which draw out the most favorable responses
for you.
Once someone is comfortable talking with you, it’s time to
find out things that might cement a future business relationship between the
two of you. Success is more likely if you get the person to first like
you. He’ll be much more open to discussing business opportunities after that.
At the initial meeting, keep business talk to a minimum and avoid the following
common mistakes:
Never sell yourself short. Many people in the promotional products
business have limited knowledge of the industry and only focus on price-based
selling. Wait to discuss prices once you
have developed a firm relationship with someone.
Refrain from talking
poorly about others. Even if you don’t
care for someone or something, keep your opinions to yourself when talking to
people initially. Let others tell you what they think first.
Many people get
attention by complaining about things.
Don’t fall into this trap by telling others about your medical
conditions or how rough things are going for you. Negative energy tends to turn off prospects,
because most people prefer to visit with those with positive attitudes.
Successful salespeople build and strengthen relationships
every day. They do so in order to grow and protect their client base. The best
way for you to build your own business is by subscribing to the same policy.
Using small talk to start and maintain conversations with people is the fastest
way to grow a successful career in sales.