31. Listen!


Two ears, one mouth, use proportionally…

The stereotypical salesperson never stops talking. But great salespeople listen far more than they speak. In fact, the best salespeople know when to stop selling and seek to understand the prospect’s needs and responses.

Whether you are making a complex sale to a large organization or selling a product across a retail counter, the customer you are conversing with knows more about his or her needs than you do.

Look around at other industries and you’ll notice that the company with the biggest market share does not always have the best product. Why? Because sales are not about the best product with the most features. Successful sales come from building relationships with customers.

Those relationships begin with your salesperson listening to the customer’s problems… and using that conversation to provide solutions.


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