Larry’s close—if you could call it that—was to say something like, “You
might want to take some time to weigh out the extra peace of mind we can
provide you against the premium we’re going to charge to provide it. Why
don’t I give you a call in a week or so.” Larry did not have to wait a week,
though. Most of the time, the client would call back the next day and say,
“Let’s do it.”
I left that meeting with a new appreciation for what selling is all about.
Larry demonstrated an uncanny sense of emotional radar. Through years
of discipline in asking the right questions, listening closely, and reading be-
tween the lines, he was able to pick out what mattered most to each client.
An emotional need must be met in the sales process, and Larry has demon-
strated his ability to discern that need. In Larry’s words, “It’s hard to find
out what the client really wants—while your mouth is moving.”
Now that I’m convinced I need to put the spotlight of conversation on
the client and suppress my own narcissistic urges, what do I ask? Glad you
asked. The next chapter will reveal the approach that will help you move
from a vendor to a partner in the eyes of your clients.
SELLING WITH EQ
- Check your narcissistic tendencies at the door.
- Help every client feel important.
- Listen for the messages behind the message. Practice reading between
the lines.
184 SELLING WITH EMOTIONAL INTELLIGENCE