Tip #266: Listen More Than You Speak

In my two plus decades leading sales teams, I’ve witnessed countless conversations – some that ignite deals, and others that fizzle out. The key differentiator? Active listening.

We all know the stereotype: the fast-talking salesperson, pushing features like a game of whack-a-mole. But that approach is as outdated as a rotary phone. Today’s buyers crave connection and solutions tailored to their specific needs.

Here’s why prioritizing listening supercharges your sales game:

• Uncover Hidden Gems: Features and benefits are table stakes. By truly listening, you unearth the buyer’s challenges, frustrations, and aspirations. This allows you to craft a value proposition that speaks directly to their situation.
• Build Trust & Rapport: People do business with those they trust. When you demonstrate genuine interest in their world, you build a rapport that fosters trust and creates a space for open communication.
• Become an Advisor, Not a Salesperson: Shift your mindset from “closing the deal” to “solving the problem.” Active listening empowers you to become a trusted advisor, offering insightful solutions that resonate with the buyer’s specific needs.

So, how do you become a master listener?

• Ask Open-Ended Questions: Ditch the yes/no inquiries. Instead, prompt them to elaborate on their situation (tell me more about that), goals, and pain points.
• Be Present: Give them your full attention. Eliminate distractions, maintain eye contact, and use nonverbal cues to show genuine engagement.
• Practice Active Listening: Pay close attention, paraphrase key points to confirm understanding, and ask clarifying questions.

Remember, silence isn’t awkward; it’s an opportunity to glean invaluable insights.

My passion lies in helping you build high-performing sales organizations. Reach out if I can ever be of further assistance!

Kyle Hiatt is Partner & Head of Sales Consulting at Intention.ly. Email him with questions.