Listening is the way you learn what challenges the buyer faces, and it’s how you uncover their needs and motivations to buy. But many salespeople still believe that telling their story to as many people as possible is what it takes to succeed. Where you directly interact with people in a sales situation, listening should be your number one priority.
The best way to start a conversation is by asking a question. This will deliver a response that you listen to and act on. You can then either ask a qualifying question, or tell the part of your story that’s relevant to that point.
You maybe surprised at the answer - that’s of course assuming you’ll listen to it!