Listening is the secret to selling almost anything — but most of us don’t listen the right way.
To listen, you have to ask good questions. You have to pay attention to what people are saying…and what they aren’t saying. A good listener considers the context of what the other person is trying to accomplish. They create human connection through thoughtful conversations that offer value and build trust. What do people need? What are they trying to tell you?
True listening requires a complete view of what’s happening with the other person. You’re listening to understand – not to respond.
Today’s guest is Dr. Cindy McGovern. Dr. Cindy is CEO at Orange Leaf Consulting, where she’s responsible for empowering employees to create moments that matter to customers. But Dr. Cindy feels strongly that there are no moments that matter without actively listening to your customer.
In addition to her role at Orange Leaf Consulting, Dr. Cindy is the author of the Wall Street Journal bestseller Every Job Is a Sales Job — a book that helps readers sell more naturally, confidently, and effectively. She’s also a board member at Prevention Now, an outstanding organization that uses data to stop human trafficking before it starts.
Today Dr. Cindy shares how she helps her clients design a customer experience made up of moments that matter that their customers then want to share with others. Dr. Cindy also talks about the importance of video in the hybrid sales world. Human connection is at the heart of sales. And using video can help you sell your humanity while focusing on the needs of the other person. It creates a genuine emotional, human-centered connection that not only enables you to sell a product or service but also helps you sell yourself with warmth, confidence, energy, and authenticity.
Dr. Cindy and I also discussed:
• How to turn non-salespeople into salespeople
• What it means to realize that selling means helping
• Why you should be proactive about creating moments that matter
• How to use video to create meaningful sales connection
• What Dr. Cindy’s 5-step sales process is
Human Connection is at the Heart of Sales
Hear Episode 189 and any/every other conversation of The Customer Experience Podcast in your favorite podcast player …
In your podcast player, please give an extra click to rate the show (or even take a minute to leave a review) – it’s very helpful!
We also embed the full conversation and make it searchable right here in these blog posts. The recording with Dr. Cindy McGovern is right here …
Sign up for a monthly email with CX insights and highlights
Video Highlights: Human Connection at the Heart of Sales
Check out the top five video highlights from the discussion with Dr. Cindy McGovern…
1. Moments That Matter
2. Hearing Versus Listening
3. Five Steps of Selling
4. Why to Send Video Messages
5. Two Times to Send Personal Videos
Links Related to This Conversation:
Other Episodes You’ll Enjoy:
- Episode 156 with Julie Hansen, “An Actor’s Guide to Authentic Videos”
- Episode 149 with Lauren Bailey, “A Blissful Approach to Training Customers and Employees”
Subscribe, Listen, Rate, and Review The Customer Experience Podcast: