START listening to people instead of listening for what you want to hear.
Listening in sales is an interesting thing. When I’m training new hires I tell them the biggest difference between them and the most successful salespeople they’re working with is the ability to recognize business opportunity in a conversation.
Inevitably this leads to them listening for key words, the things they’re learning in product / service training they’ve attended.
The best salespeople move beyond this quickly to listening fully to the person they’re with. Asking insightful questions, digging into what is going on in their world.
You’ll be amazed at the opportunity you’ll find when you listen to your prospects and customers – asking questions about what they say to get them to continue sharing. Then putting what you hear together with what you can do together.