Don't Make This Mistake While Selling

Vital Factor in Communication

Of all communications skills, listening can have a huge impact on your ability to communicate and ultimately influence.

The most brilliant and effective speaker ultimately fails when he/she fails to listen properly.

Listening does not come naturally to most people, so we need to work hard at it; to stop ourselves 'jumping in' and giving our opinions.

Mostly, people don't listen - they just take turns to speak - we all tend to be more interested in announcing our own views and experiences than really listening and understanding others.

It's pretty normal since we all like to be listened to and understood. Because when we are understood we feel important and respected.

In order to be successful in any business and in life we need to be more effective communicators. I assume in order to be fully engaged in listening and understanding the importance of empathy is not deniable. Understanding other person's position, feelings means leaving your own self-created box at least for some time. Being able to achieve detachment from your own believes will create a solid ground for a better communication. Ability to listen without judgement makes us an effective listener. Another definition for an effective communication is empathy. Empathy doesn't mean to give up on your own believes or principles, it is the ability to understand another person. Of course it's easy to have empathy if you have been in a similar situation yourself.

In a business environment such as Sales, it's easy to handle the empathy since all Sellers are Buyers at some point. Seller should sell by following his own buying pattern. While he follows those patterns it is not difficult at all to listen with empathy and be successful.

If a seller manages to listen without any ongoing conversation on his head, analyzing very word heard, thinking about what to say next or what customer to visit next, the solution offered to a Buyer will be the most suitable and valuable. Being distracted by his/her own thoughts, feelings, and biases will never allow Seller to serve the Buyer with integrity. Integrity in its turn will lead to trust and building an excellent rapport with the customer who is not a customer anymore, but a partner!!!
Sally Isok
Sally Isok> all articles
Between 2009-2015 I worked as salesman, sales representative, manager and director for John Deere AG machinery in Europe.
Was responsible for major accounts, setting up relationships between local farmers, JD dealership, between JD Finance and local financial institutions/banks, holding surveys among local farmers to help JD in defining the right product for the market, farming traditions, climatic condition.
Also was responsible for offering customers not only individual products, but also whole package of solutions which would help them to get full profit out of the offered product. Those whole package of solutions would always include knowledge and experience based training programs with the aim of educating customers. This strategy was always the most powerful to add the value to the offered services.
  • /data/userPictures/959514EE-95E6-4BAE-BA91-9FBDE2162E53.jpgEdward McAlexander, CPSP11/22/2016 7:59:53 PM
    Well written article!!! Active listening is key. God gave us two ears and one mouth for a reason. Keep up the good work!!!

  • /data/userPictures/EA3F7998-26A2-4607-8A6A-D3BA5239F0BA.jpgRobert Melendez11/30/2016 2:19:26 AM
    This article made me think of a thought that I've been having over and over.
    The client will tell you everything you need to know to sell them if you ask the right questions and simply listen to what they have to say.

  • /data/userPictures/306DC159-2045-4A6F-BED8-1EAA84E10717.jpgMihail Semin12/11/2016 10:12:39 PM
    Hello Salima, great post, i like it you article. I totally agree with you. All problems in life and in business from the fact that people are not able to listen to the interlocutor. I think in marketing and sales is necessary to put in the first place - as the most important mistake

  • /data/userPictures/67FE4D1B-AAB8-4738-AFCD-3978A2D621AF.jpgAmanda Wilks12/29/2016 8:17:12 AM
    Hey, Selma! I know exactly what you mean! It's a topic I'm very interested in and covered here: to a different extent. In fact, it's not just about practicing empathy to be a better salesperson. It won't work if you're doing it "just for the job." As long as you have the right motivation, things just line up!

  • /data/userPictures/2DA3CBAC-7737-45A3-9713-D2756BDDD565.jpgCassandra Light1/6/2017 2:10:49 PM
    Great post. Absolutely takes work to become a great listener.

  • /_ckcommon/images/blanks/userPicture.jpgPhani Madhav Chegu1/20/2017 5:38:50 AM
    An excellent article. I fully agree with Salima that proper listening skills play a key role in effective selling. When a sales rep listens to what a prospect says attentively, the prospect gets a feeling that the rep is genuinely interested in knowing his needs. This feeling goes a long way in building trust with the rep, and it is well-known that reps who win the trust of prospective buyers can close deals effectively. You can train your sales reps on listening skills very effectively in a classroom setting. Sales coaches can 'simulate' actual selling situations, and these are very useful to train the salesperson to comprehend customer needs and communicate the value proposition effectively.

  • /_ckcommon/images/blanks/userPictureMale.jpgKorey Aukerman1/27/2017 6:51:08 PM
    Another great article. I feel myself trying to win approval and boosting my self esteem by sharing my experiences and opinions. I need to listen to others to really appreciate them and develop a strong relationsip. Sometimes I struggle communicating with others because I really don't know what's going on in their lives because I'm always talking about mine.

  • /data/userPictures/A4A16FDC-5DDB-4C09-A37D-F20C529820B1.jpgJulie Michel1/27/2017 9:39:03 PM
    Great article. Listening is so important and really does make a huge impact.

  • /data/userPictures/E58B35B5-BC41-4276-9C22-11CD3F219A30.jpgJeetender Joshi2/4/2017 12:16:43 AM
    U touched one of the most important aspect of any sales cycle....Listening. Everyone appreciate when they are listened genuinely & in return are open while sharing their problems.

  • /data/userPictures/957C3A23-2D56-4FC9-9E24-CCCCBEC66BDB.jpgAngela Gee2/15/2017 8:12:49 PM
    Great article Salima! When making a sales call I constantly find myself interrupting the client mid sentence because I get too eager. I need to take a step back and actively listen to the clients words in order to effectively sell.

  • /data/userPictures/24355435-FBE8-435E-833B-1FB3329FDF63.jpgJordan Shanks2/23/2017 12:54:57 PM
    Great article. Listening is a skill that I work on daily.

  • /data/userPictures/E0424F15-4BB9-4C1D-9CB6-6B09FA865355.jpgLauren Pauley3/4/2017 3:24:45 PM
    Great article! Listening is the most important form of communication.

  • /data/userPictures/FDDA2016-4908-48B3-BC6E-DF0A9714913F.jpgAlfonso Hernandez, Jr.3/7/2017 9:57:28 PM
    Excellent summary of the importance of active listening. The most important skill for success is listening over everything else.

  • /data/userPictures/B84D4586-BEEE-437C-ADE0-D3FBFEE77161.jpgGeorge Martinez3/11/2017 11:34:10 PM
    Listening; without it you could miss the sale. When something is important to someone they need someone to listen. Not always because they need to talk, but because they need someone who can resolve their problem. A listener will win every time. I like your article!!

  • /data/userPictures/1DD7B9B2-F4C0-4C37-B28E-C4059D97C97F.jpgChristopher McCoy4/26/2017 5:29:41 PM
    Well written and on point. I completely agree. If we would only trust our 10,000,000,000,000 brain cells to come up with what needs to be said when its time to talk, we would have time to listen. Which is usually what the other person would prefer.

  • /data/userPictures/8348204F-7330-4A26-8AA5-4657FA77C843.jpgChuck Gennarelli5/2/2017 6:34:27 PM
    Thank you well written

  • /_ckcommon/images/blanks/userPicture.jpgViktor Nikolov5/5/2017 8:59:27 AM
    Completely agree. In addition, I would like to say it is important to focus on the word "active" in the term "active listening". Many people are listening but not hearing much, and the lack of focus prevents you from gaining the benefits of this so simple but efficient method.

  • /_ckcommon/images/blanks/userPictureMale.jpgRameez Saifulla5/17/2017 7:04:43 AM
    I totally agree.If we do not listen we wont be able to relate to the clients and hence we end up loosing them.Well written.

  • /data/userPictures/D47FA4A6-4A71-4714-A56D-9B174ABD20A0.jpgChris Dravis9/20/2017 5:54:46 PM
    Great article. It is like mom used to say... there is a reason you have two ears and one mouth. Use your ears twice as much as your mouth and you'll be ok!!!

  • /_ckcommon/images/blanks/userPictureFemale.jpgAshley Johnson10/6/2017 10:32:23 AM
    Great article!

  • /_ckcommon/images/blanks/userPictureMale.jpgColin Schreiber10/17/2017 11:45:50 PM
    Great read! As a buyer, I know listening is an often overlooked skill.

  • /data/userPictures/B366965B-98CF-4714-9D12-11B0BD3E5A0E.jpgSeydou Ndiaye10/23/2017 1:32:17 PM
    great article

  • /data/userPictures/093EC457-52A5-41BE-93A4-6B10D775DCF9.jpgMike Morgan3/6/2018 2:10:33 PM
    Good statements regarding listening without distraction and being aware that you have to listen and shelf your individual desire to interrupt to be heard / understood. Understand first.

    Think the first sentence is the last paragraph needs a little mod.

  • /data/userPictures/B2D278C4-2AF2-41BD-BC3C-5D70A6BAB461.jpgSaad Alaa edine, Sr.12/5/2018 12:00:47 PM
    Hello, great article, and made me realize that i need to work harder on my listening skills.

    Thank you

  • /data/userPictures/D5058050-0E4B-4556-BF77-D8A5EEE84CF5.jpgRasheed Abdelhalim12/19/2018 1:34:36 AM
    Active listening, asking the right compelling questions will definitely uncover a lot of your customer profile and helps a lot to maximize sales and sustain a good business relationship if handled well.

  • /data/userPictures/83F4F92C-DEF1-4DC0-B789-96DF1C79E719.jpgRobert Montogmery3/27/2019 1:27:04 AM
    I agree listening does not come naturally, but it is the most important skills in sales.

  • /data/userPictures/6A3AA05B-A07E-44E7-925C-FA02784C1E01.jpgMonish Todi6/5/2019 6:25:47 AM
    Well articulated, underlining one of the most important aspect of a successful sales professional.