THINK Big 2-Minute Blog: The Importance of Listening

Most salespeople – actually, most people in general – don’t know how to listen. They just want to speak and get their point out.

Rookies, in particular, tend to stick to their sales script. They’ve got these great benefits of the product they want to spit out. They never stop talking because they’re nervous. It’s like verbal vomiting.

Listening as it pertains to sales is a lost art. Consider these points when you interact with clients:

  • Be in the moment with the client and connect by listening to what they say. When you’re not listening, you’re not going to hear buying signs like, “I really like that” or “Wow, that’s great!”
  • You’re also missing the non-verbal cues – the pauses before the wows or the contemplation in the way they think. Those are strong statements.
  • Make a conscious effort to not interrupt. Always have a notepad and pen so you can take notes about what the client is saying and only ask your questions once they are done talking.
  • Ask open-ended questions. The answers may not take us where we have predetermined in our practice script, but this is how we glean insights that help us close the sale or tailor a solution for the client’s needs.
  • If the client asks you a question you don’t know the answer to, just say you don’t know and you’ll find out. They respect the honestly. They know you’re human. But always, always follow up promptly.

Are you listening or are you just waiting for your turn to speak?

Listening is how you think big – Really Big!



Adapted from the 7 Minute Sales Minute podcast with Jon Dwoskin and Scott Fishman. Hear the entire episode or read the transcript here.