Active Listening is key to success in sales yet….“Most people do not listen with the intent to understand; they listen with the intent to reply.” – Stephen Covey
If Stephen Covey were alive today, I’d bet he’d crush it in B2B sales. Why? Because this nugget of wisdom is the cornerstone of building not just any business relationship but a lasting one. Let’s unpack this with some real-life examples and actionable advice.
Listening Isn’t Just Waiting to Speak
Picture this: You’re on a discovery call with a new prospect. They’re explaining their pain points, and instead of truly hearing them out, your brain is busy preparing the perfect pitch about your award-winning solution. You proudly launch into your response—only to realize you’ve just recommended a feature they explicitly said they don’t need. Oops.
This is the equivalent of texting “Happy Birthday!” to someone on their anniversary. It’s awkward, misaligned, and leaves the other person questioning your attentiveness.
Short-Term Effect: Misfires and Misunderstandings
Let’s take Edgar, a sales rep who once heard a client say, “Our biggest struggle is managing remote teams.” Without missing a beat, Edgar pitched his office management software. Cue crickets. What Edgar didn’t realize was that the client wasn’t looking for office tools—they needed solutions for remote communication and collaboration.
Lesson? If you listen with the intent to reply, you’ll end up shooting in the dark—and probably miss the mark entirely.
Long-Term Effect: Eroding Trust
Now, meet Sara, a business development leader who always listened intently during client meetings. When one of her clients mentioned their internal challenges with training new employees, Sara didn’t jump to pitch her product. Instead, she asked follow-up questions to dig deeper. Over time, that client became a loyal partner, citing Sara’s understanding and trustworthiness as key reasons.
Trust isn’t built on flashy presentations or quick fixes; it’s earned through conversations where clients feel truly heard.
Decoding Listening Styles
To listen effectively, it helps to understand how you’re listening and if it is active, this will lead to a better chance of sales success. Let’s break it down with some relatable examples for each of the four listening styles:
- Analytical Listener: Imagine a procurement officer says, “We’re evaluating several vendors for our upcoming project.” You’re the person who nods, takes detailed notes, and doesn’t speak until they’ve finished. This approach helps you gather all the information, but don’t let over-analyzing delay your chance to demonstrate your value.
- Critical Listener: You’re in a meeting with a client who says, “Our revenue dropped this quarter, but we’re still growing!” Your radar goes off: how can revenue drop if they’re growing? While it’s great to spot inconsistencies, don’t let your inner detective take over the conversation. They might just mean they’re growing market share, not revenue.
- Relational Listener: During a call, your client vents about how overwhelmed their team feels. You empathize deeply, acknowledging their stress and building rapport. But if you don’t gently steer the conversation back to how you can help, you risk turning the meeting into a therapy session instead of a business discussion.
- Task-Focused Listener: A client begins sharing details about their team’s workflow challenges, but they meander into a story about how the office dog keeps chewing their meeting notes. While it’s endearing, your priority is staying on topic. So, you tactfully redirect: “That sounds like a handful! Speaking of workflow, you mentioned a bottleneck in approvals—can we explore that further?” Your ability to gently but firmly keep the conversation productive is key.
Why Emotional Intelligence Matters
Listening isn’t just about taking in words; it’s about paying attention to the unsaid. Here’s how to nail it:
- Stay Calm and Empathetic: When a client says something frustrating (e.g., “I thought this feature was included for free”), don’t react defensively. Instead, empathize and clarify.
- Convey Interest: Verbal and non-verbal cues matter. Nodding, leaning in, and maintaining eye contact (even on Zoom!) show you’re engaged.
- Follow Through: When you repeat or paraphrase a client’s key points, they know you’re paying attention.
Catch Instead of Pitch
Optimé International’s Playing Catch™ metaphor nails it: listening is like playing catch. Instead of throwing fastballs of information at your prospect, you’re tossing and catching ideas, creating a rhythm of mutual understanding. This rhythm helps access that key skill, active listening and the leads to sales success!
Wrapping It Up
Listening to reply keeps a conversation going, but listening to understand builds relationships that last. So, the next time you’re in a meeting or on a call, resist the urge to script your response mid-conversation. Instead, lean in, tune out distractions, and truly catch what your client is saying.
Because in sales, just like in life, the best relationships are built on understanding—not on having the last word.
Good Luck, and Good Selling!
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Written By: Marty Blake, Partner and Chief Operating Officer at Optimé International