Without the ability to listen effectively messages are easily misunderstood. Most of us listen to the degree we can understand points of agreement or disagreement, or to prepare what to say in response, rather than to learn. And when we do that, we are not so much hearing other people as we are waiting for our turn to speak. Listening is key to all effective communication. I think that if there is one communication skill you should aim to master, then listening is the one.

From the sales perspective listening is the key to all effective communication as this skill is indispensable when seeking to build mutually beneficial relationships with potential clients.Listening means stepping outside one’s own interests, to actually want to know more, and to care what others’ interests are. To not just hear words, but to pay attention to the underlying needs and frames of reference, because in the end, successful sales numbers are the result of effective information gathering. If a salesperson can guide the conversation toward that prospect’s goals, roadblocks, and ambitions, it becomes much easier to design and deliver a pitch. Are you a good listener?