A Customer’s Attention Is a Limited Resource? [Academy]

Did you know that when talking to a prospect or customer, you have only 17 minutes of their attention before they stop focusing on what you’re saying? 

That’s right.

And one of the biggest mistakes many salespeople make is they talk too much on sales calls, far exceeding the 17-minute limit.

They often dominate the conversation by telling their listener how good their company and products are. Well, a little bit of that goes a long way and unless they’re paying attention to the listeners body language, don’t realize when their prospect is no longer listening.

One of the biggest challenges seed sellers face is getting appointments with modern day farmers because they’re tired of being subjected to salespeople who won’t shut up. Today farmers are more discerning who they give their time and attention to.  In fact, reps who have nothing new or any real value to offer farmers outside of their products have made getting their attention a limited resource.

Once a rep gets an audience with a grower they don’t need to just be able to hold their attention, they need to be able to exceed that 17-minute deadline without losing them. That means getting them involved in the conversation and wanting it to continue. That’s where the real problem comes in.

The best way to capture a farmer’s interest and not have to worry about the 17-minute limit and is by talking about them and their operation. People like to talk about themselves so the goal should be to talk about the grower and his operation.

When you combine that idea with the use of sales tools like a story book, farmers are more willing to give you the time you need and want. A well-thought-out storybook outlines how you help growers raise higher yields on their farms then asks the grower where he wants to take yields on his farm. It will not only help you get a sale but will also make the conversation a lot more fun for both you and the grower.

But sales reps can still end up staying too long which is the second biggest mistake many of them make. No matter how good your presentation is, you can’t overstay your welcome. A storybook is simply a way to guide the conversations and capture the farmer’s total attention.  

If you don’t capture a grower’s attention before 17 minutes are up, you become a pest who will not be welcomed back for a second conversation. 

Happy Selling,

Rod Osthus