The sales and listening paradox.

Everyone tells you that you must ask the client what their needs are and then carefully listen. This is important (and infinitely better than not asking them and not listening); but the problem is that in a sale situation the client can tell that you are in ‘transactional’ listening mode – listening to enable you to get information as you want to sell them something.

The best way to sell is in the context of a relationship and the best way to build a relationship is to genuinely listen and engage with the client. When a client knows that you are listening to them because you are genuinely interested in them, their issues and their business, the client engages with you differently. You will find out a lot more information and the client will become far more disposed to buy from you. So next time you are with a client, check yourself and decide which of 3 potential behaviours are you exhibiting:

  • talking (selling) rather than listening
  • transactional listening
  • active listening due to a genuine interest in them

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