The Art of Listening In Small Business Sales Conversations
We’re all guilty of it. Including me.
There’s a subtle art, long buried under years of bad habit, that I’ve realized I need to resurrect in my own personal activity: the art of listening
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As we’re getting started with a New Year, I’ve made a pact with myself to not just hear but genuinely listen as I find myself in more and more sales conversations.
Specifically, to reduce my default of jumping in mid-conversation to inject my thoughts or ideas.
It’s time for change…
Now, I’m not talking about the ‘waiting for your turn to speak’ kind of listening.
I mean really tuning in to what your client is saying, digging deep into their needs, fears, and desires.
This isn’t easy for most of us.
In fact, it’s a learned art form.
One that Neil Rackham, of SPIN Selling fame, has been preaching for years.
Here’s a fun fact for you…
The average toddler requires 200 repetitions to learn a new word, but an adult salesperson?
They often need just one — if it’s their income on the line.
Yet, ironically, we spend most of our time talking, pitching, and persuading, when we should be zipping it and tuning in.
We live in a world where everyone’s talking, but few are listening.
We’re quick to offer solutions before we even understand the problem.
It’s like prescribing medicine before diagnosing the illness.
But the best sales conversations are the ones where the client does most of the talking.
Why?
Because when they speak, they reveal.
And when they reveal, you get a treasure map to their needs.
Last month, I met with a prospective client on a Zoom call.
Typically, I’d go in ready to explain the program we sell and how it can help solve the problems many marketing agencies have.
But this time, I tried something different.
I listened.
And I mean really listened.
Not just to the words, but to the pauses, the sighs, the subtle shifts in tone.
By the end of it, I knew exactly what they needed, and it wasn’t what I had initially thought.
The result?
A tailored solution that hit the mark perfectly.
How do you cultivate the skill of deep listening?
Start by resisting the urge to interrupt.
It’s tough, especially when your mind is racing with ideas.
Next, practice active listening.
Nod, summarize what you’ve heard, and ask probing questions that show you’re engaged.
And most importantly, listen with empathy.
Put yourself in their shoes.
What are their challenges?
What keeps them up at night?
Now let’s get a little help from AI…
Here’s a detailed prompt for your next sales conversation:
Act as a seasoned sales coach focusing on enhancing listening skills: Provide exercises and scenarios that simulate sales conversations. Guide me on maintaining focus, asking insightful questions, and interpreting verbal and non-verbal cues to better understand the client’s needs and respond more effectively. Begin by assessing my current listening habits in sales interactions.
When you become a better listener, you’re not just improving sales… you are building relationships and trust.
And these days of Zoom — where genuine connections are gold, mastering the art of listening can set you apart.
So, as we venture into this New Year, let’s tune in more closely.
You’ll be surprised at what you hear and how it can transform your sales conversations.
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