A successful salesperson may have lots to say, but his success comes from knowing when to keep quiet and listen. Andrew Singer, VP at Constellation Energy — who was described by the editor at Fast Company as “a rare kind of leader and a truly engaging speaker,” and who enthralled Howard Putnam, the former CEO of Southwest Airlines with his speeches — has mastered that art. Here he shares with Kosher Money and Mishpacha some of his tried-and-true sales tips that can help you grow your business and income.
Andrew’s path to sales was a meandering one. He started as a buyer for Lord and Taylor back in 1989, then followed his mother’s advice and went to law school. After he spent a few years practicing law, the firm he was working at showed signs of folding, and Andrew began looking for a new job. When he heard about soundproof windows and realized no one in the area was selling them, he decided to grab the opportunity. He started a company, and thanks to his sales skills, it grew quickly.
But while the company was successful, Andrew found the entrepreneurial model wasn’t for him. Then he got a piece of advice he says was the best he’s ever received: “Just say no.” He closed the company and went back to grad school, before ultimately taking a position working in sales full time, and he hasn’t looked back.
“When something isn’t working out,” he says, “often the solution is not to try and fix it. It’s to walk away.”
What does a salesman need to know before a call?
You know ahead of time what you’d like to get out of the conversation. You have a blank canvas in front of you, and you know what you want it to look like at the end. Your job is to put that picture together by directing the brushstrokes and filling in the gaps of the conversation.
And you need to know how to listen. Really! The listening piece — being able to hold your tongue and let clients lead the way — is super important, and it doesn’t only apply to sales. If you can put your ego aside, if you recognize that you gain more by listening, then you’re already in a position of power.
People aren’t used to being listened to. The second you can do that, you’re already ahead. You become their friend and gain their trust.
It’s tempting in conversation to think of what you’re going to say next, but it’s crucial to realize that as soon as you start formulating your reply, all you have in your head is what you’re going to say next. As a salesperson, you need to recognize that interrupting is akin to shutting your ears off. You’ve decided that what you’re about to say is more important than the last five seconds of what the client is saying.
