I recently came across some research that confirmed what many of us have known for years: That customers would be “much more likely” to buy from a sales person if that sales person would just “listen” to the customer.

Listening is one of the four fundamental competencies of a professional sales person, and yet, the profession is, in general, so poor at it that most customers remark on our inability to do it well.

In this podcast, I share three techniques to help you to listen better.