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Closing Sales­­ – How It’s Really About Listening, NOT Pushing


DanaSales. listenIt’s something we’ve got to do as business owners in order to thrive. But there is a right way and a wrong way to go about it.

Increasingly, consumers are wary of outright sales messages. The same tactics used in days gone by may not work in these times.

I think of telemarketing. Awhile ago, I received a phone call from a company in California.  This woman proceeded to give me her usual sales pitch, which included lots of flattery. Then, of course, she asked me to sign up for her service right away, after 20 minutes of talking to her. When I balked, she started berating me.

How stupid did she truly think I was? Of course, when she was talking nonstop, I was Googling the business, and what I found was not flattering to her. In fact, several past customers regretted their purchases and felt it was a scam.

So after her not taking no for an answer and my continual refusals, she rudely hung up on me. Twenty minutes of my time wasted!

Here is another scenario I experienced: long ago my husband and I had an insurance agent come give his presentation to us. So he goes through his spiel and explained everything to us. When we said we wanted to think about it (we have a policy that we do not make decisions on the spot but think through it and talk about it beforehand), he gathered up his stuff and walked out the door, never saying a word. My husband and I were shocked!

Now, a third scenario also comes to mind. I once had an online connection ask if she could share something with me that she was involved in. You know, I want to be helpful. But she never once checked to see if I had a burning interest in her product. She just assumed that of course I would have to love it. I didn’t, and I had to turn her down gently. So if these sales gimmicks or approaches don’t work, what does?

I would suggest LISTENING to your prospects and customers! This is a huge lesson I am learning. You see, I am not a sales person. There is nothing slick about me. I am down to earth and really, I don’t want to pester people. But obviously if I don’t make sales, my business will fail. What was I going to do?

I learned a different approach to selling. I learned how to connect with people and understand their needs, to ask what they are looking for. I learned how to handle objections, like not enough money and time.

Because sales is about relationship building. And social media is an incredible platform for that! In fact, I learned how to listen on Facebook so well that now I have my own private Facebook group that has grown to over 400 members in a short amount of time. That’s because I was interacting with people and when they mentioned a need that matched with what I do, I let them know what I have to offer.

So where do you start? Perhaps a survey asking what your prospect is looking for. Free consultations that also include presentations has worked really well for me, but I screen the applicants so I make sure I am not wasting their time and I am not wasting my time.

Learn to listen to your prospects and customers and you will have success in branding!


ABOUT THE AUTHOR: Dana Susan Beasley, the creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start now.

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