Listening

Listening is a very important sales skill — and it's far from a passive activity. You cannot be so caught up in your delivery that you only concentrate on asking the question as effectively as possible and then not listen to the answer. That's why practice is so important. Until you feel comfortable with your presentation and information gathering skills, you will not be able to relax enough to listen to the answers you are receiving. You also want to be careful that you do not lead your prospect or put answers in his or her mouth. We mentioned earlier that, while it is normal for people to want to make a good impression, be careful you don't phrase your questions in such a way that you end up answering all or part of the questions for the prospect.

Effective listening means being nonjudgmental. You have to clear the decks of all your preconceptions, biases, and points of view. They're irrelevant to your prospect's situation and only get in the way of your understanding his or her needs, concerns and objectives.

Effective listening means paying attention and not letting your mind wander — even if you're tired and have heard it all a hundred times before. Remember, you are listening so you can get the information you need to evaluate your prospect's needs/wants. You are also listening so you can get to know this prospect and, as a result, build a rapport that will lead to a business relationship. That takes active listening.

The best way to make sure you are hearing your prospect's message is to:

• Repeat the answer to be sure you heard it completely. "You want to pay for the children's college education."


• Rephrase the answer to be sure you've understood it correctly. "You feel that it's up to you, and not the children, to pay for college."


• Confirm your understanding by asking the prospect to tell you if that is what he/she really meant. "You feel you want to assume the financial responsibility for the children's college?"