The ability, the desire, and the patience to listen are prerequisites to success in sales. You'll pay the highest compliment to the buyer.

1) Prepare in advance
As you wait for the meeting, think about the buyer and the company.  Don't  allow yourself to focus on other issues right before you enter the prospect's office.  Pledge to yourself that you will give this person the best "listening-to" he or she has ever received.
 
2) Set a goal
Vow that in the time allotted to you for the call, you will get to know this buyer's values, beliefs, goals, desires, dreams, fears, and pain better than any other sales person ever has.  Muster all the concentration you can.  Listen to understand, NOT to plan a counterattack.
 
3) Get into listening posture
Give steady eye contact; resist the temptation to let your eyes shift around you as you think.  Sit slightly forward when the buyer speaks, lean back when you speak.  Nod occasionally. Don't forget to smile.
 
4) Take notes
It's polite to ask permission to do so, but you'll almost never be denied. Taking notes shows your interest in the buyer's message, helps  you stay in control of the call, and provides valuable data to review later or share with your sales team.
 
5) Screen out distractions
Don't glance around the office while in conversation.  Pay no mind to noise filtering into the room. Don't be thrown off by people who come in or walk by.  Imagine that you and the buyer are in a tunnel alone and all you can see or hear is each other.  Think only about the moment.
 
6) Limit your talking
You can't listen and speak at the same time.  Hold your fire.  Hear the buyer out completely on every topic.  Don't interrupt even if you have the answer to a point the buyer makes.  Judge the meaning of the buyers message only after all words are spoken and/or you have utilized clarifying questions.
 

Sandler Training at the Ruby Group
2251 Front Street , Cuyahoga Falls, OH  44221
330 572 2724