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Listening Your Way to New Business
According to a German proverb: 'A man has two ears and one mouth so that he hears much and speaks little.' Mark Twain followed up the thought by saying: 'If we were meant to talk more than listen, we would have two mouths and one ear.' And I'll add: We were given two ears and one mouth, and they should be used in that proportion in a sales call.
Listening is the one sales technique that lawyers shouldn't live without. It saves you from having to make a pitch. Prospects hate being pitched (see discussion below).
The way to sell effectively is to meet a prospect and have five intelligent questions ready. The questions should demonstrate that you've made an effort to understand the prospect's business. The questions are designed to get the other person talking. They will tell you all the things you're supposed to look for to close the deal:
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