Second gross sales tip

Second gross sales tip

Speak much less and hear extra

I’ve requested this query of 1000’s of gross sales professionals over the previous 12 years.

How lengthy do you have to speak in a gross sales assembly and the way lengthy ought to your buyer speak, as a proportion?

The responses I get are as excessive as 80% buyer and 20% vendor.

I then comply with this query with a second query.

Discover your final ten gross sales conferences with prospects. How lengthy did you speak and the way lengthy did your shopper speak?

The solutions listed below are very completely different. Normally, salespeople speak much more than their prospects.

To get a definitive reply to this query, we carried out analysis to try to reply this query, with significant quantitative numbers.

Our analysis

Over the previous two years, we have analyzed the gross sales conversations of prime and backside performers throughout 22 completely different organizations, to attempt to decide the optimum period of time a gross sales skilled ought to converse throughout gross sales conferences.

When researching, we assumed that the highest performers carried out optimally, and as such, we used the time they spoke as optimum. Conversely, we assumed that low performers weren’t performing optimally and used the time they have been speaking because the worst-case state of affairs.


The outcomes weren’t within the excessive vary of 80% listening and 20% speaking as most salespeople prompt in coaching classes, however within the case of the highest salespeople, they nonetheless listened greater than they did not converse.


The vendor has spoken

The shopper has spoken


The worst performers



Intermediate interpreters



Nice performances


As you may see from the analysis above, prime performers spoke about 40% of the time, and prospects spoke about 60% of the time.

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