The Art Of Listening: Dispelling Conventional Wisdom

By Charles H. Green, Contributing Editor

Editor's Note: In part one of this two part article, Charles H. Green looks at how listening as part of a sales process doesn't work. You can read part two of this article on RainToday.com.

What's the role of listening in most sales literature? Here are two examples culled from Internet searches:

1. "Successful sales are based on discovering what customers need and providing solutions to these needs. Always focus your questions on moving toward a greater understanding of your customer's needs."^†
   
   
2. "The secret to selling like a professional is to listen closely to the client. Find out as much as possible that might be relevant to your service. Ask questions about their expectations. Then when you have that knowledge, discuss only the aspects of your service that have a direct bearing on your clients stated needs."^‡

By this view, listening is a key step in a sales process.

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