Does Active Listening Really Make a Difference?

Sales Moment Podcast

“The Sales Moment; Issue #275”

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Are you a good listener? Most people think they are but I believe this is an area that many of us could improve. Furthermore, if you are not naturally wired to listen, you will have to constantly remind yourself or you will slip back into the “I wanna talk about me” mode.

I am a high “I” on the DISC assessment and inclined to enjoy the sound of my own voice. Generally, being a conversationalist and a people person is an asset in the sales profession but can become negative quickly when you are doing most of the talking. I have had to make a conscious effort to listen. It did not come naturally for me.

Bottom line, if you spend more than 30% of the time talking, you are likely to miss clues from the other person that could lead to a deeper understanding of their needs. How much does talking too much cost you? Is what you have to say really more important than the other person telling you exactly what they need?

My good friend and branding expert, Jimi Gibson, shared his recent home buying experience with a very attentive salesperson.

During the sales process, the agent heard Jimi’s wife, Dana, say that she wanted to walk into a clean house. The agent had the house deep cleaned at his expense. Jimi mentioned casually that he hoped his mower still worked. The agent had someone mow the yard. He also noted where they bought their washer and dryer and gave them a gift card for that store. In his comments, he noted how Jimi and Dana listened to each other and how most couples rarely listen to each other. He sketched out the size of the laundry room and brought it to the closing because he knew it was important to them.

He even took additional time with them after the closing to help them celebrate. In the process, he made a lasting impression on the Gibson’s that they are sharing with everyone they know.

How much will active listening be worth to this young salesperson as he creates this experience for all his clients? He may never have to ask for a referral.

“Wisdom is the reward you get for a lifetime of listening when you’d preferred to talk.” ~ Doug Larson

You can choose to dominate the conversation and show them how smart you are or you can choose to listen. Listening really does makes a difference. It is essential for building relationships and making sales.

Have a great week!

Pierce

PierceMarrs.com

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