Not listening to the prospect
by Mike Marchev
You must give the communication skill called “listening” more than just lip service. You have to actually hear what the other person is saying and make every effort to understand what is being said.
Not listening to what others are saying, and not saying, is a mistake. Nobody cares what you want or think…unless it ties directly to what your customer is interested in. I don’t know how to make this complicated or drawn out. Once you get the customer speaking freely and comfortably about their ideas, wants, needs, and desires, you are bound to witness a sale unfold before your very eyes. You’ll become a spectator and won’t have to say or do much more. Ask and then listen. Repeat back to the speaker what it is you think you heard and then listen some more.
People who are in the market to buy “stuff” will buy “stuff” if you simply act as a guide, as a sounding board, and as a source for information.
You have undoubtedly heard the real estate mantra that the three most important determinates of value are: location, location, location. In sales, the three most important determinates of your value to the prospect are listening skills, listening skills, listening skills.