One of my greatest lessons in consultative sales training and an important part of my work is active listening – and patience. This skill has been an important communication practice in work and in life.
Let’s take it from a sales standpoint: When we are selling for a company we like and are enthused about their product and solution, we're eager to tell our prospect all about it. Enter the temptation to go into information overload or say ‘Let me tell you about my company and its solution in the market’. Resist those words. It will define you as a features and benefits salesperson rather than a sales consultant who places value first and foremost on the prospect and their needs and challenges.
Of course, you will have mastered content about your company, its features and benefits, and the value it brings to the market. You’ll need that information. However, your words and responses will have much greater impact when you’re sharing pertinent information in response to a specific question or need that you’ve taken time to learn. Don’t spill the beans – wait for your opening – and then share product information that directly relates to a pertinent discussion point with your prospect.
On a personal level, I’ve found this practice in selling to be extremely helpful in life conversations, too. Taking a deep breath - or just a little pause - allows you not to jump in right away with a quick response that you may regret later. Give yourself permission to wait for the right opening - even if it's in the future.
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