To Tip Or Not To Tip That Is The Question Sales Tip Two

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Sales Tip Two

Talk less and listen more

I’ve asked thousands of sales professionals this question over the past 12 years.

How long should you speak in a sales meeting and how long should your client speak as a percentage?

The answers I get are 80% customer and 20% vendor.

Then I follow up this question with a second question.

Review your last ten sales meetings with prospects. How long did you speak and how long did your client speak?

The answers here are very different. In most cases, salespeople talk more than their customers.

To get a definitive answer to this question, we conducted a study to try 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 executives in 22 different organizations to see what the optimal amount of time a sales professional should be talking to when meeting with sales.

When conducting research, we assumed that the best salespeople were working optimally, and therefore we considered the time they spoke to be optimal. Conversely, we assumed that lower performers were not performing optimally and used the time they spoke as a worst-case scenario.

RESULTS

The results were not at the peak of 80% listening and 20% talking, as suggested by most salespeople during training sessions, but in the case of the best salespeople, they always listened more than they talked.

REAL RESULTS

The salesman spoke

The customer has spoken

76%

Bottom performers

24%

69%

Middle performers

31%

42%

The best performers

58%

As you can see from the above research, the best rates are about 40% and customers speak about 60%.

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