Kyle Hiatt
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 But that approach is as outdated as a rotary phone.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.
