BY Jessica Helinski
While talking is essential, engaging in active listening in sales can be just as, if not more, impactful. Today’s buyers want to feel heard and understood. And they want to feel like their business, rather than their money, is a priority for sellers, according to SalesFuel research.
33% of B2B buyers say an instant deal-breaker is vendors who talk too much about how great their products are instead of what they can do for the buyer. 44% say that they are more willing to work with a salesperson who engages in a two-way dialogue instead of pitching them.
And emphasis on listening is reflected in what buyers value most. SalesFuel reveals that nearly half of respondents (47%) want salespeople who care about them and their business.
Over 50% prioritize those who provide relevant insights and ideas to help their business. Buyers also value salespeople who understand their company (47%) and know their customers (38%).
Clearly, today’s buyers don’t want to be talked at, which means that sellers must do more than pitch. They must, from the very first meeting, listen to understand buyers’ needs and how they can help. This is where active listening comes into play.
What is active listening?
Not all sellers may be familiar with this term. Basically, active listening is a communication approach in which the listener fully focuses on, understands and responds thoughtfully to what the other person is saying. Its goal is mutual understanding. It ensures that everyone feels heard and their needs are understood.
In practice, it involves much more than just hearing words.
How can you engage in active listening in sales?
For sellers who truly want to deliver, knowing how to actively listen is essential. And thankfully, this is a soft skill that can easily be developed.
“Active listening is a trainable skill that can improve over time as you interact with different people,” explains SalesFuel’s Tim Londergan.
To get started, HubSpot’s Pablo Londoño shares a three-step framework that sellers can use as a guide. The framework outlines best practices for active listening in sales and explains how to implement them.
Body language
Active listening is more than just hearing others. He points out that one of the biggest elements of effective active listening is body language awareness. This means not only reading others’ nonverbal signs but also using yours.
“Body language says what the voice cannot,” he explains.
“By observing auditory, visual, and physical clues as well as the prospect’s words, a salesperson can truly begin to understand….”
Take a look at these tips to learn how to better read non-verbal clues. And check out this guidance for using your own body language. Small actions, such as uncrossing your arms and nodding, can show prospects that you’re really listening
As SalesFuel’s Tim Londergan points out, “When you physically lean in toward the speaker or remove obstacles between you, you demonstrate an unspoken openness and approval.”
Confirmation
Another important part of active listening is confirming what you heard. This serves two purposes. First, it ensures you not only heard the prospect but also understand what they are saying. This understanding is vital to delivering the value they need down the road.
And second, it is another way to demonstrate that you are paying attention. Repeating back key ideas shows the prospect that you are actively listening and want to understand them.
“By repeating what this person has said and then confirming that you’re on the same page…trust begins to develop,” Londoño writes.
Active listening in sales is a must in order to meet modern buyers’ preferences. Follow these tips to truly hear, understand and demonstrate interest to prospects. Doing so will lead to creating meaningful, two-way conversations that drive lasting relationships.
Photo by Christina @ wocintechchat.com
