_ The only way to make a sale is to listen.
Some people communicate clearly and directly. With these prospects or clients, listening is easy and not only do you get what they say, but often these people have a strong commitment to being heard and clearly. So even with a salesperson who works at missing or mis-hearing key communications, the client prevails.
However, there are many people who have strong commitments to indirect, evasive, distracted, minimal, and presumptive communication. With these people your average listening skills will have a difficult or impossible time getting the information you need, understanding the requirement, or knowing if you are making any progress.
Listening is also essential in retaining clients who will want to buy from you again and again. When I do a business transaction and have to correct or repeat information over and over, I make it my priority to find another source to buy from.
How do you listen so you get all the information and messages needed to get a sale and keep a recurring customer? The answer in the next edition of this blog.