Many salespeople will barrage clients with information, rather than taking a step back and listening.

A chance to be heard: How listening affects the sales process


In sales, it can be easy to get caught up in a fast paced environment that’s all about the bottom line. At the end of the day, when there’s targets to hit and deadlines to make, what goes into an effective sales process may soon become blurred.

However, reflecting on how and why certain techniques work is crucial, especially when it comes to listening to any potential clients. They are more likely to sign on the dotted line once they appreciate that you have an understanding of exactly what their needs are.

Consequently, taking everything in and giving the other party a chance to completely air their views is a key component of any set of essential selling skills.

To that end, here are a few things to keep in mind:

Get active

Active listening is the ideal technique for any salesperson to utilise. In short, it involves listening attentively to someone and then replying with a brief summary of what they have just said.

This is highly valuable as, if it’s done correctly, you can quickly build up a rapport with any potential client and they will have an intrinsic sense that you’re clear on where they’re coming from.

Be sincere

As noted in an article published by Forbes, listening sincerely and without any agenda is best practice. It’s a fine line as, ultimately, the aim as a salesperson is to sell. However, selling in a manner which isn’t pushy and completely considers the needs of the prospective buyer of the product or service will be most fruitful.

Ask questions

While the sales conversation will be the best time for the customer to ask questions, it’s also an ideal opportunity for the salesperson to clarify things on their end.

For example, if the client is already using a product or service similar to the one you’re trying to sell, ask them where they believe improvements could be made and alter the direction of the conversation accordingly.

Any sales conversations can be difficult if it’s not entered into with the right attitude. If you’re ready and prepared to listen, then securing that deal will become infinitely easier.

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