The Importance of Active Listening in Sales Conversations

Do you hear what I hear? If you did, you’d hear some lousy sales conversations caused by salespeople doing too much talking and not enough listening. But there are really two problems to address:

1. Salespeople don’t spend enough time listening during their sales conversations.
2. When they do decide to listen, many don’t do it effectively.

Let’s focus on the second problem.

I always encourage salespeople to imagine a big red sign over the prospect’s head flashing “WAIT” in big red letters. “WAIT” stands for “Why Am I Talking?” when I could be asking a question instead. Becoming a better listener starts with asking more—and better—questions. If you’ve ever sought counsel (personally or professionally), you may have walked away thinking, “Wow, they’re such a good listener.” That’s likely because they asked insightful and thoughtful questions. Good listeners have better sales conversations because they consistently ask better questions.

As Stephen Covey said, “Seek first to understand, then to be understood.” The worst thing you can do on a sales call is try to convince or persuade. The best thing you can do is guide your prospect through a process I call the art of gradual self-discovery. This involves asking great questions that encourage the prospect to self-reflect on their challenges as a consumer or business owner. The best salespeople don’t sell—they create an environment where prospects choose to solve their problems. They create an environment where prospects simply buy.

Finally, remember to be an active listener. Many salespeople think listening means just staying quiet, but that’s not true. Active listening involves choosing the right moments to ask for clarification or share a different perspective. Don’t be afraid to ask your prospect if it’s okay to discuss a differing view.

Thanks for reading. Or are you listening to that voice in your head urging you to become a better listener?