When new salespeople begin, there’s a natural temptation to talk — and talk a lot. You want to explain your product, highlight the features, and convince the client why it is perfect for them. The problem? If you are talking, you are not listening. And if you are not listening, you cannot possibly understand what the client really needs.
Why Listening Matters
Clients rarely state their problems in neat, packaged sentences. Often, the clues are scattered through what they say — and sometimes through what they do not say. A good salesperson picks up on these hints and pieces them together to identify the client’s real pain points.
When you listen more than you talk, you:
- Show respect for the client’s perspective.
- Gain insights into their true challenges.
- Build trust by demonstrating patience and understanding.
The Risk of Talking Too Much
When a salesperson dominates the conversation, three things happen:
- The client feels unheard.
- You miss the chance to discover their real problem.
- The conversation turns into a monologue — and monologues rarely sell.
Talking too much signals that you are focused on your product, not their needs.
Practical Tips for Listening Better
- Ask open questions: “What challenges are you facing at the moment?”
- Pause before replying: Give clients space to expand.
- Reflect back: “So what you’re saying is…”
- Note key words: Pay attention to the language they use — it reveals priorities.
Turning Listening into Solutions
Listening is only half the skill. The other half is using what you hear to connect your solution directly to the client’s problem. When they say, “I need more people to notice my shop”, you know visibility is the pain point. Your role is to show how your media offering increases visibility.
This way, the client feels both heard and helped — the foundation of a strong relationship.
The Takeaway
To succeed in sales, less is more. Less talking, more listening. Less pitching, more discovering. The client’s voice should guide the conversation, and your role is to listen, learn, and then offer a solution that genuinely fits their needs.