Why Listening Is the Key Technical Skill for Sales?

“Most people think ‘selling’ is the same as ‘talking.’ But the most effective salespeople know that listening is the most important part of their job.” -Roy Bartell

Listening to Understand

Listening to a potential client is crucial if you want to make a sale. Many people put a lot of emphasis on jumping right to the close. This not only causes conflict in the discussion, but it’s also a sign that you’re doing the exact opposite of listening. Instead of attempting to understand what that other wants or needs, you get wrapped up in your agenda, and you both leave the conversation disappointed.

But what happens when you make a point to listen and understand what the other person is saying?  Rather than going into a discussion to persuade the other person that they require your services, make it your mission to be truly interested in what they have to say.

Don't know where to begin? Ask questions. Ask them about their business. What exactly do they do? How are things going for you? Don’t miss out on something interesting your prospect would have said if you’d given them the chance. As they talk and you listen, they’ll start to let you know about problems, and where there's a problem. As we converse, I prefer to keep a mental checklist. “Can I help you with this issue?” No, it appears that I won't be able to. But I'm sure I'll be able to figure out the next one.”

Great salespeople pay attention and grasp the underlying motives and objectives of the clients they're talking to. The only way to do this is to show real interest in what the other person has to say.

Listening and Confidence

When you take the time to truly listen and understand what someone is saying, you’ll find your confidence in your skills grows. Yet here was a narrative that. I once received a call from a customer who needed some 3D Video work. After asking her a few questions and listening to what she said, I realized that creating a 3D video would be a complete expense for her. It doesn't make any sense to do it. So we declined the job and told her to come back to me when she wanted to talk about strategy.

By actively listening to what she had to say, I had the confidence to know that I had more to offer him than just the work product. You have so much more to offer!

How well do you listen?

When you listen actively, try these approaches. You give it a try and you'll see that the results are worth it.