The 2 struggles offline marketers face

Great topic, Ewen!

And it is Oh so true...In fact, your words take me back to the days when I was door to door security salesman. Was striking out with every single prospect too...Until my sales manager rode along with me to help figure out what was going on.

His words forever changed the way I looked at sales. He was like, "You know what your problem is son? You're throwing up all over the prospect."

When he first said it, in my best Scooby Doo voice I was like..."huh?" Fortunately, he followed up by explaining that I was doing more talking than listening.

Then he pointed out how in one instance after trying to close the sale by asking the prospect when they'd like the product delivered, instead of waiting for the prospects answer - I cut the customer off by saying how much I think they'll like the product.

After that ride along, I couldn't even begin to tell you the number of sales that I "fell into" just by listening.

Kid you not...Even had a few customers start off about how they didn't need the product only to later do the work -- for me -- by talking themselves into it..All while I just sat there listening, like a shrink listens to a patient.

So...yep - know exactly what you mean.

Question, when one cold calls a potential client, how exactly would you get into listening mode straight off the bat?