Why Listening Is So Important In Sales? | Best Sales Training in Malaysia

Why listening is so important during the sales call? We need to make a conscious effort not to just hear what the prospect are saying but to take it in, digest it and understand it. Not only does we show empathy, most of the time, listening enhance your ability to understand customers better and make you a better communicator, it also makes the experience of speaking to you more enjoyable to other people.

Now this is, of course, common sense. But sadly, very few salespeople really listen. They think they are listening but what they are really doing is thinking about what they are going to say next. Most of us have two ears and one mouth, and that’s the ratio to keep in mind when you’re using them! Listen to what is said, as well as listening to what is not said.

Listen with your ears but also with your eyes and be aware of surroundings, appearances and most importantly positive facial changes. Salespeople who master the art of asking the right questions, and of listening carefully to what the prospect has said, will find that most customers give them numerous buying signals.

You learn more by listening than ever by talking. Salespeople who can master this art not only will become very wise, but will also gain tremendous power as they have gained so much information that will reap untold rewards. Some of the most successful and astute businesspeople have really mastered this skill. An enquiry about price is a buying signal; an enquiry about a delivery date is a buying signal; an enquiry about colour or style is a buying signal. Listen out for the problems or worries that your client may have. It is essential that while listening you are not tempted to interrupt and to offer or provide solutions. These can come much later. If, of course, a customer is clearly giving you a buying signal, have the courtesy and respect to give the person the information and the opportunity to make the buying decision. In other words, close the sale.