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 is a mistake. Nobody cares about 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’re 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 determinants of value are: location, location, location. In sales, the three most important determinants of your value to the prospect are: listening skills, listening skills, listening skills.
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