Are You Listening To Your End Customer? Here Are 5 Reasons Why You Should Be

Sales are changing right now, the old stereotype of hyped salesman shouting his pitch over the phone is no longer valid. Millennials and Generation Z are all about personalization, services tailored to their needs and partner relationship with companies.

With those > trends

come changes in sales techniques. Number one advice you can find right now is to LISTEN!

And it’s great advice!

It sounds trivial when you think of it, but most people see talking as selling skill. Sure, you have to deliver a pitch, but talking can get you so far. You need to listen to your customer needs, complains, and objections to build a long-lasting relationship and be an effective salesperson.

What it actually means? In order to listen actively you have to:

Focus on another person - turn your pitch into a conversation, be attentive and genuinely curious about what another person has to say.

Let your customer speak - ask questions only when something is unclear, or you would like a customer to elaborate. Ask open questions; those can bear more meaningful answers.

Pay attention to non-verbal cues - only 16% of our communication is verbal, stunning 84% comes from non-verbal cues like body language, facial muscles, volume, tone and speed of talking. Try to understand the emotional status of your interlocutor.

Paraphrase - it’s a great technique to make sure you understood everything, repeat after customers his thoughts in your own words.

Mind your body language - if it over the phone, encourage conversation by vocalization like “uhm”, “oh, that’s interesting”. Smile, it translates over the phone. During face-to-face meetings lean in, slant your head. Try to tell with your body that you are listening to another person.

Another tip:

never stop learning ! We are living in a fast-paced world; it won’t stop spinning to wait for you. Curiosity and learning are your two best buddies.

There is, of course, formal education. It gives you excellent foundations to build upon. However, it doesn’t stop there anymore. In order to be competitive in the market, you have to gather and update knowledge about sales trends, customers, competitors, and products. News cycle used to be a week now so long ago, it was 24 hours at the beginning of the century, now it’s closer to 12hours.

Where to look for knowledge? Well, you have the whole WWW at your fingertips.

Webinars and online courses - there is a lot of good platforms like:


Online Courses - Learn Anything, On Your Schedule | Udemy,

Coursera | Online Courses & Credentials by Top Educators. Join for Free

You can find great reading materials on:

Medium – a place to read and write big ideas and important stories

B2B Sales Tips, Strategies, Training, Technology | Sales Hacker

University and college courses

Depending on your location you can find college courses, they differ in duration (5months, year, 2 years) and education level, however, they are great at providing certification.

Conferences and meetups - check out LinkedIn or Meetup to find local and international conferences and meetings, they are a great place not only to gather knowledge but also network.

Books, podcasts, websites, blogs - countless web pages and blogs provide knowledge and information about sales, business in general. You can find reports about customers, sales trends and the economy.

Good luck in becoming the best salesperson you can be!

Source :

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