Blessed with the “gift of gab” are you? That’s nice. But true sales professionals know that before they start gabbing to customers about their product features or anything else, they need to listen to what the customer has to say – and demonstrate that they’re paying attention.

Customers won’t buy from you if they don’t like you, trust you or respect you. And they are far more likely to buy when you can position your product or service as a solution to what they perceive as an important need. Listening is they key sales skill that allows you to earn customer’s trust and uncover their needs at the same time.

Customers care more that you understand their needs than that they understand your products.

Who decides whether you’re a good listener? The customer does. And since customers can’t read your mind, they can only judge by the behavior you show them.

Here are five primary indicators that determine whether customers will perceive you as a good listener…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).