I once called a local fitness center to ask for help deciding which of their packages would be most beneficial for me. They offered a variety of classes that were priced differently, depending on which classes you took.

My schedule is erratic, so there were times I could only attend once a month, and other times, twice a week.
The information on their website left me with questions that prompted me to call for clarification. I called, got voice mail and left a message. Kudos to them, they called back within 15 minutes. But then, instead of asking me what questions I had, the employee recited a litany of pricing options all of which I had already seen on the website. Tell, tell, tell.

My questions remained unanswered, so I tried interrupting. I had to interrupt twice, somewhat forcefully the second time, to get the person to stop talking long enough for me to say exactly what I was looking for. Still, no direct response and no clarifying questions about what I was trying to accomplish through a gym membership.

I didn’t sign up. Calling them had been an exercise in frustration. They lost my business. It wouldn’t have taken much to turn this situation around to their benefit – and mine. But it would have required the minimum interest from the salesperson to find out what is important to me, the buyer, and then propose the best package to meet my stated needs.

Tossing out features, benefits, and prices is like throwing spaghetti against the wall. Sometimes some of it sticks. Most times it doesn’t.

Stop telling and you’ll sell more. Ask more questions so you really understand what the buyer is trying to accomplish by purchasing your goods. Try it and I guarantee that your sales conversions will improve!

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