The success or failure of a sales presentation is dependent on the degree of skill being applied at the listening end of a conversation with a prospect or customer. The buyer’s reaction to the sales person’s personality, products and organization will be attained if effective listening skills are applied.

According to research, the average person listens at about 50% of absorption potential, the high-earning salesperson often achieves a listening effectiveness of 75% or higher and the mediocre sales person probably reaches no more than 40% of the potential.

The following are ways that will help upgrade listening skills:

1. Listening is a good habit. One of the best ways in upgrading communication skill is by listening to as many worthwhile speakers as possible. They are the interesting and entertaining people, individuals with important knowledge to impart, prospects and customers who may be interested in doing business, people that are nice to be with.
2. Show respect through listening attentively. One can capture the interest and attention of most people simply by taking time to listen to them. On top of that, it’s a sign of respect
3. Think like a customer. Listen earnestly and hard to the customer’s story, and respond with his point of reference in mind.
4. Do not interrupt the person who expresses his or her thoughts. The prime rule of good listening is to know when to keep silent.
5. Listen for big surprises. A successful salesperson is like a miner prospecting for gems and discovering riches where others overlook them. The most effective ways to achieve this goal is by persuading and encouraging the buyer to talk freely and openly regarding his concerns and needs, and then to listen hard for major breakthroughs.
6. Be an open minded listener. An effective listener does not only keep his concentration and attention sharp when engaged in conversation with customers, but keeps his ears open at all times, regardless of whom he is speaking with. No one can ever tell as to where valuable information will come from.

Active listening is key to success in selling.

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