On a scale of 1 to 10, how would you rate your listening skills? I’m willing to bet you rated yourself too high. Don’t believe me? Ask someone who knows you really well like a spouse, co-worker, close friend or relative and see how they score you.

The truth is that all too often on a sales appointment, we, as salespeople, are so worried about what we’re going to say next that we’re not listening to what the prospect or customer is talking about. Heaven forbid we ask a question and a period of silence follows. Somebody is always supposed to be talking, right? Wrong!

While “dead air” might be a disaster if you’re a radio talk show host; it’s not necessarily a bad thing on a sales interview — a little silence could make the sale. The next time you ask a question and your prospect rubs his or her chin and remains silent, don’t say a word. That’s right, sit quietly, lean forward toward the prospect, keep eye contact and have your pen in hand ready to take notes. Your prospect will answer you when they’re ready, and what’s more, they’ll appreciate your patience and respect.

Resist the temptation to speak up and answer for the prospect – you might give the wrong answer. And your answer doesn’t matter anyway; it’s what the prospects say that counts. How many times have we complained about salespeople who don’t listen? Here’s your chance to show you’re different from other salespeople.

Go ahead; listen your way to a sale.

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