"Read the Room" A Short Attention Span Sales Tip by Bill Farquharson

Read the Room

The tale of two caddies serves as the inspiration for this week's Short Attention Span Sales Tip. One walked away $100 richer and the other got a lump of coal.

Good morning!

Playing golf in a two-day event at a highfalutin course in St. Louis a few weeks ago now, I encountered two wildly different caddies.

Mine was Nolan. He was very quiet at first, waiting for me to let him know where I needed him.

Nolan was reading the room.

My playing partner, Ahmed had Will. He jumped right in and completely took over Amhed’s life. Will read putts, dictated where the shot would go, and told Ahmed which club to use…

…all of which was done unsolicited.

Day one, I let it go, assuming Ahmed had asked him for help. The second day, when Will’s habit of sharing endless unspoken thoughts started coming my way, I very quickly, directly, and (probably rudely) shut him down.

Nolan got a fresh Benjamin for his efforts. Will got a lump of coal.

Read. The. Room.

Each new sales relationship is a chance to look for signals on how to communicate, how to behave, and which buttons to push in order to make a sale. To some, you might be a helpful contributor. To others, you are annoying. A good salesperson (and a good caddy) observes first and acts second, shape-shifting and adapting the message so it can be heard.

There is no one-size-fits-all relationship. If there were, Will would be $100 richer, too.

Read. The. Room.

*******

Bill Farquharson, a 20 handicap, offers additional sales advice righter here at SalesVault.pro. He can be reached at 781-934-7036 or bill@salesvault.pro

Join at Any Time

New to Sales?

Jump Into our 90-Day New-to-sales Program - Start at any time! New to Sales? Start Here. Learn fundamentals. Build confidence. Get accountability.

Get Details & Sign Up

Subscribe Now

Follow Bill on LinkedIn and subscribe to the Short Attention Span Sales Newsletter to get these tips delivered straight to your inbox!

Join the sales vault

Join with your sales team and save! Association Members & Franchise Owners may qualify for a discount. View Partners→

Contact Bill

What The Sales Vault Community is Saying

Rated 5 out of 5

I am always looking for something unique. I need the new ideas the Sales Vault provides, such as the best prospecting letter ever!

Rated 5 out of 5

I just unlocked the Sales Vault. WOW. There is so much to review, learn and grow from. I’m super excited to have access to this knowledge.

Rated 5 out of 5

During one of our recent Wednesday calls I expressed my frustration with prospects who won't take my call or respond to my normal sales letters. You suggested I try the "Best Prospecting Letter Ever" download from the Sales Vault. I did and it worked!

Rated 5 out of 5

It's good to be back. I wanted the support of like-minded people who are going through what I'm going through.

Rated 5 out of 5

The Sales Vault is a place I go to hear how others are solving the same problems I am facing. We've developed a solid core I look forward to seeing week after week.

Rated 5 out of 5

I’ve learned so much not only from Bill but also from fellow Vault members who generously share their thoughts and experiences so that all of us may succeed. I learn something new every time I visit The Sales Vault, and the benefits far outweigh the cost.