Thinking Like a Journalist

Salespeople often think they stand alone in their profession.  As I've stated several times in this blog, everyone's a salesperson and, therefore, we need to look at other professions for inspiration.  Today we look at journalism.
Journalists are among the bravest information gatherers on the planet.  They go to dangerous places and ask difficult questions.
What can we learn from this profession?

Ask questions, always and everywhere.  Ask your customers why they like or don't like your product and build a list of product assets; ask your customers about your competitors' products.  Talk to your competitors--don't be afraid.  Just be careful how you ask the questions so that you don't want to appear to be prying.  Ask, ask, ask--only by asking can you learn.

Journalists let the answer to one question lead them down a path to further questions--digging deeper into the issue.  You need to do the same.  Delve deeply into the issue.  And listen deeply. 

What are you trying to learn?  How to sell your product better by knowing what your customers like about your product.  How to answer their objections to the issues with your product.  And how to understand your competitors' strengths and weaknesses.

Salespeople spend too much time talking and not enough time listening and learning and asking questions.  Watch a journalist or TV interviewer next time and learn from their technique.