WCS Podcast 07 - Let Your Prospect Talk
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[00:00:04] Will: Welcome back to World Class Selling, the podcast that brings Roy Chitwood's timeless sales strategies to life. I'm your host Will, and today's episode is all about a skill that might just be more powerful than any pitch you could deliver: listening. In this episode, Jason and Marissa unpack the chapter from Roy's book titled Let Your Prospect Talk.
[00:00:28] Will: They explore why listening, truly listening, is essential to building rapport, uncovering needs, and ultimately closing the sale. You'll learn why being likable matters more than being impressive. How small cues like body language and tone can make or break your conversation. And why active engagement, not just silence, is the key to earning trust.
[00:00:51] Will: Whether you're new to sales or sharpening your edge, this conversation is packed with takeaways that will change how you approach your next prospect meeting. Let's get into it.
[00:01:05] Marissa: Okay, let's think about this. When you're deciding whether to buy something, sure the product matters, but isn't there, um, something else going on?
[00:01:15] Jason: Definitely.
[00:01:15] Marissa: Like, have you ever found yourself leaning towards buying just because you, you know, clicked with the salesperson?
[00:01:21] Jason: Oh, absolutely. It happens all the time,
[00:01:22] Marissa: Right! It's not just you. That feeling. Yeah. It's actually a huge part of selling, effectively.
[00:01:29] Marissa: Today we're looking at Roy Chitwood's World Class Selling, that chapter called, "let Your Prospects Do the Talking." Mmmm. Because it really gets into why making that connection, making someone feel heard, is just so vital.
[00:01:43] Jason: It really does.
[00:01:44] Marissa: Our goal here is pretty simple. Figure out how to get better at listening. Because that old idea that you just need a prospect's respect, Chitwood argues, that's kind of outdated. Now, you really need them to like you too.
[00:01:54] Jason: Yeah, it seems a bit counterintuitive, doesn't it? Mm-hmm. Sales is often seen as, you know, being persuasive, talking well, but Chitwood makes this really strong point.
[00:02:03] Jason: That listening, truly listening, might just be maybe the second most important skill for a salesperson. It builds that bedrock, you know? Mm-hmm. Something product knowledge alone doesn't always get you.
[00:02:14] Marissa: Okay, so let's dive right in. Why is being liked such a big deal?
[00:02:19] Jason: Well, Chitwood puts it very plainly. People buy from people they like. Simple as that.
[00:02:25] Marissa: It's more than just respect then.
[00:02:26] Jason: Yeah, much more. Think about it. In a crowded market, if a prospect sees two people, who seem equally good at their job, but they find one more, I don't know, agreeable, easier to talk to.
[00:02:39] Marissa: They'll go with that person.
[00:02:40] Jason: Exactly.
[00:02:41] Jason: That likability can swing the decision. Chitwood saw this over and over. It's not just being superficially friendly, it's about creating a genuine connection that makes the prospect want to give you their business. Uhhuh. The flip side is true too. You could have the absolute best product, but if the interaction is bad, if they don't like you,
[00:02:59] Marissa: Forget repeat business.
[00:03:00] Jason: Forget it. They might buy once if they have to, but that's it. We've all done it. Right? Right. Avoided a store because of that one clerk. Or switch lines at the bank.
[00:03:10] Marissa: Oh yeah. Guilty. You just don't wanna deal with someone who rubs you the wrong way.
[00:03:13] Jason: Precisely. And Chitwood really hammers this home. It's not about faking it, it's about finding ways to genuinely connect, yeah, so people actually want to interact with you. So , the product has to be good, obviously, of course, but that likability, that connection, it kind of opens the door so the product can even get a fair hearing.
[00:03:32] Marissa: So if they have a negative feeling towards you right off the bat,
[00:03:35] Jason: It's like a wall goes up. Mm-hmm. And even amazing features might not get through. Likability just smooths things over makes them more receptive.
[00:03:41] Marissa: Okay, makes sense. So how do we get people to like us more? What's the secret sauce?
[00:03:46] Jason: Well, it's maybe not what you'd expect. Yeah. Chitwood brings up this Wall Street Journal survey. Fascinating finding. They asked corporate buyers what the number one problem was with salespeople.
[00:03:56] Marissa: Okay. What was it? Lack of knowledge. Bad follow up.
[00:03:59] Jason: Nope. It was being too talky.
[00:04:01] Marissa: Wow. Just talking too much.
[00:04:04] Jason: Yeah. Isn't that something? Not that they didn't know their stuff, but that they just dominated the conversation. Huh. And Chitwood points out, this applies to everyone. It doesn't matter your age, gender, personality. Introvert extrovert. Deep down most people would rather talk than listen.
[00:04:21] Marissa: Yeah, I can see that. Think about the people you really enjoy spending time with. Are they usually pretty good listeners?
[00:04:26] Jason: Almost always. And conversely, who do you kind of dread talking to? Often it's the person who just talks at you. Right. Never lets you get a word in.
[00:04:36] Marissa: Totally. It's so obvious when you think about your own life. Chitwood tells this little story about a friend, right, who seemed totally drained. Mm-hmm. But then someone asked her about something she was passionate about, and suddenly she just lit up, talked for ages.
[00:04:49] Jason: We've all seen that happen. Yeah. Or done it ourselves. It just shows that basic human need to share to feel heard.
[00:04:55] Marissa: Which brings us to Chitwood's big insight.
[00:04:58] Jason: Yeah. What he calls a key insight. The most straightforward way to get prospects to like you just listen to them. Really listen.
[00:05:06] Marissa: It sounds almost too simple like an open secret.
[00:05:09] Jason: Kind of is. Just by genuinely focusing on what they're saying, you build that connection. It goes way beyond just surface level stuff.
[00:05:17] Marissa: So it's not about just sitting there quietly waiting for your turn.
[00:05:20] Jason: No, not at all. But Chitwood makes a great point. When you're giving a presentation, the prospect isn't just sitting there mesmerized, hanging on every word.
[00:05:29] Marissa: Right. Their mind is probably racing with their own stuff. Questions, worries.
[00:05:33] Jason: Exactly. So to really pull them in and build that liking, you need to show you're interested in their thoughts. He gives some great little verbal cues. Like what? Simple things like "wow." Or "really". "You're kidding?" Or "just tell me more."
[00:05:49] Marissa: Ah, okay. Little encouragement.
[00:05:50] Jason: Yeah. They signal you're actually engaged, that you value what they're saying. It subtly shifts the focus away from your agenda onto theirs.
[00:05:58] Marissa: And if you don't listen, well, that's bad news.
[00:06:01] Jason: Definitely. He uses the analogy of that person at a party. You know, the type. Only talks about themselves constantly interrupts, Ugh, the bore. Right? Prospects feel the same way. If you're not listening, they feel ignored, unimportant, kills the rapport.
[00:06:14] Marissa: So there's a difference between just being quiet and actually actively listening.
[00:06:19] Jason: Huge difference. Chitwood really stresses this. Prospects need to feel that you're genuinely interested, not just politely waiting for them to finish so you can talk again.
[00:06:29] Marissa: And the good news is this is something you can actually learn, right? It's a skill.
[00:06:32] Jason: Absolutely. It's not some magic personality trait. Yeah. Anyone can get better at it. It just takes awareness, understanding why it's so important, how it affects your bottom line really. And then making a conscious effort.
[00:06:44] Marissa: He mentions his mentor, Tiny Lint. That story was quite telling.
[00:06:48] Jason: Oh yeah, the insurance story. Tiny was so focused on selling one specific type of policy.
[00:06:53] Marissa: He completely missed what the prospect was actually worried about.
[00:06:56] Jason: Exactly. The guy was concerned about getting injured at work, disability, that kind of thing. But Tiny wasn't really listening to those cues, so he missed the real need.
[00:07:05] Marissa: And the lesson from that.
[00:07:06] Jason: It was powerful. Tiny's insight was, a good salesperson is a good listener. A great salesperson is a great listener. Puts it perfectly.
[00:07:14] Marissa: And it's not just about hearing the words, is it? He talks about nonverbal stuff too.
[00:07:18] Jason: Oh, big time. Body language is huge.
[00:07:21] Marissa: Right?
[00:07:21] Jason: How you look, how you sit. It all sends signals.
[00:07:25] Marissa: Like making eye contact.
[00:07:26] Jason: Yeah, looking at them directly. Leaning in just a bit. Having facial expressions that match the conversation. Showing interest, maybe concern, even a little amusement if it fits.
[00:07:36] Marissa: And things to avoid. Like crossed arms.
[00:07:38] Jason: Right? Crossed arms, crossed legs. Classic signs of being closed off, maybe disbelieving or just not interested even if you don't mean it, that's the signal it sends. He suggests it's worth learning a bit about body language.
[00:07:50] Marissa: Okay. So besides body language, what other concrete things can we do to actively listen better?
[00:07:57] Jason: Well, asking clarifying questions is key. Making sure you really unders not just the facts, but maybe their opinion or feeling about it. Mm-hmm. Using those little supportive sounds. "Yes, I see" "Uhhuh" shows you're tracking with them.
[00:08:09] Marissa: Like back channeling.
[00:08:10] Jason: Yeah, exactly. And taking notes. Uh. Especially when they talk about specific needs or problems. Mm-hmm. It shows you're taking them seriously and you know, you'll actually remember what's important to them later.
[00:08:20] Marissa: Okay. Got it. And what about the don'ts, the listening pitfalls to avoid.
[00:08:24] Jason: Chitwood lists, a few big ones. Checking your watch frequently. Huge sign of impatience.
[00:08:29] Marissa: Oh yeah. Bad sign.
[00:08:31] Jason: Interrupting them, mid-sentence or mid thought. Just letting them finish. Mm. Having a totally blank, expressionless face. It's offputting. Yeah. Asking questions about stuff they've already explained in detail. Mm. That shows you weren't listening the first time.
[00:08:47] Marissa: Right. It makes you look like you weren't paying attention.
[00:08:49] Jason: Yeah, and also just sitting there like a statue, in complete silence. Some feedback, verbal or nonverbal, is usually needed to show engagement.
[00:08:58] Marissa: So being a better listener helps people like you, which helps sales. But Chitwood also mention some other maybe more strategic upsides.
[00:09:05] Jason: For sure. I mean, fundamentally listening is how you gather the essential information. You can't tailor a solution if you don't understand the problem.
[00:09:13] Marissa: Right? Makes sense.
[00:09:14] Jason: If you miss key details, because you weren't listening, your proposal might be way off base, and that doesn't just lose the sale, it erodes trust.
[00:09:23] Marissa: He had that example of the salesperson ignoring the urgent problem.
[00:09:26] Jason: Yeah, the production line crisis. The prospect is freaking out about that and the salesperson just barrels ahead pitching some unrelated new product, tone deaf, doesn't even begin to cover it. Likely lost that customer for good.
[00:09:39] Marissa: Yikes. A cautionary tale.
[00:09:42] Jason: Definitely. But then there's a positive example. Yeah. The failed person talking to this super busy executive.
[00:09:48] Marissa: Right. What did they do differently?
[00:09:49] Jason: Instead of launching into a pitch, they just ask smart questions. About the executive's business, their successes, their challenges, where they wanted to go.
[00:09:56] Marissa: Showing genuine interest.
[00:09:57] Jason: Exactly. And the executive got so drawn into the conversation, felt so heard, that they actually canceled their next meeting to keep talking to the salesperson.
[00:10:07] Marissa: Wow. That's the power of listening.
[00:10:08] Jason: That's the power making someone feel genuinely understood.
[00:10:11] Marissa: He even includes that little snippet of dialogue, Sarah Smith and Mr.
[00:10:15] Marissa: Jones.
[00:10:16] Jason: Yeah, that's a neat illustration. You see how Sarah starts off personal. Asking about his daughter's play.
[00:10:22] Marissa: Builds rapport first.
[00:10:23] Jason: Right, before getting to business. Mm-hmm. They chat about the daughter Summer Stock, then the sun and tennis camp. Maybe a family trip. Then she brings up the new widget she wanted to talk about.
[00:10:34] Marissa: It flows naturally.
[00:10:35] Jason: It does, and Chitwood points out all the info Sarah picked up just by listening in that short exchange. It wasn't cold call, clearly. Prospect's name, two kids, roughly their ages and one of her objectives introducing the widget all came out naturally through listening.
[00:10:50] Marissa: It's not just for sales calls, is it?
[00:10:52] Jason: No, absolutely not. He makes a point that practicing these skills, really listening with your family, your friends, it can make a huge difference in your personal relationships too. You learn surprising things when you just shut up and listen sometimes.
[00:11:04] Marissa: Huh? Sure enough. It's just a core communication scale really.
[00:11:07] Jason: Fundamentally.
[00:11:08] Marissa: Okay, so let's try and wrap this up. The core message from Chitwood in Let your Prospects Do The Talking, seems to be.
[00:11:16] Jason: People would rather talk than listen. That's just human nature.
[00:11:19] Marissa: Right? And the more you, the salesperson actually listen, the more your prospects tend to like you.
[00:11:24] Jason: And people buy from people they like. It creates that willingness.
[00:11:27] Marissa: So it boils down to that saying again, a good salesperson is a good listener.
[00:11:31] Jason: A great salesperson is a great listener. Hmm. Couldn't say it better.
[00:11:35] Marissa: And for everyone listening to us now, this isn't just some sales trick.
[00:11:39] Jason: No way. Focusing on your listening skills, really developing them. It helps you build stronger connections everywhere. Understand people better, and yeah, be more persuasive, influential when you need to be, whatever the situation.
[00:11:52] Marissa: So maybe a final thought for people to chew on. Think about the last conversation where you were trying to convince someone of something. Anything. Hmm. How much time did you actually spend talking versus how much time did you spend truly listening to them? What might have changed if you'd focus more on just hearing their side?
[00:12:11] Jason: That's a really good question to ask ourselves because that ability to truly listen, it pays off in ways that go way beyond just closing one deal.
[00:12:25] Will: That's it for today's episode of World-Class Selling. Big thanks to Jason and Marissa for guiding us through the power of listening and why it's so critical to sales success.
[00:12:36] Will: If you enjoyed this conversation, be sure to check out our full library of episodes on the Track Selling Institute website, or subscribe on Apple Podcasts and Spotify so you never miss an update.
[00:12:48] Will: And remember, a good salesperson is a good listener, but a great salesperson? They make listening their superpower!
[00:12:57] Will: Until next time, stay curious and keep the conversation going.
[00:13:02] Will: Good luck and good selling.
