I’ve written in the past about the importance of listening carefully to everything your prospects say to you. One thing that you should be sure to take note of when listening is repetition. When people repeat words or ideas, it usually signifies importance. The things your prospects choose to repeat provide insight into their world (which is valuable to have when you’re selling).
Suppose your prospect mentioned multiple times a frustration she has with her current boiler. Knowing that this is likely the reason that she is looking for a replacement, you would be wise to focus the conversation on how your efficient boiler replacement could alleviate that frustration.
Listening for repetition can also help you build rapport with your prospects. You may be able to pick out a certain word or phrase that they use frequently. If you work that same word or phrase into your half of the dialogue, you’ll make them (subconsciously) feel more comfortable speaking with you.
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