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Are You Really Listening?
In retail sales, your best closing tool isn’t your product knowledge — it’s your listening skills.
All great sales professionals know there is nothing more important to their success than strong listening skills. There’s a reason we were born with two ears and one mouth — we are meant to listen twice as much as we speak. Yet on sales floors everywhere, too many conversations are dominated by talking instead of listening.
I am a firm believer that a customer will tell you everything you need to know if you simply give them the opportunity. They will tell you:
- What they want
- Why they want it
- What additional items or services they need
- Exactly how to complete the sale
Sometimes the message is obvious. Other times it’s subtle. The problem arises when salespeople are too busy talking — or planning what they’ll say or show next — that they completely miss what the customer is actually telling them. When that happens, opportunities walk right out the door.
A Simple Example
I was once shopping for a computer for my youngest son to take with him to college. A salesperson approached and asked, “Can I help you?” I replied, “Absolutely. My son is going away to school and he needs a computer.”
His next question?
“What kind of computer?”
At that moment, I knew he hadn’t really heard me. He caught the word computer — but he missed the story, the emotion, and the chance to connect.
A listening professional might have said:
“That’s exciting — what school is he going to?”
or
“Is this his first time away from home?”
or
“What will he be using the computer for most?”
Any of these responses would have immediately separated him from the average salesperson. I would have seen him as someone genuinely interested in me — not just in selling a product.
What This Looks Like on the Sales Floor
In a jewelry store:
A customer says, “We’re celebrating our anniversary.”
An average response: “Are you looking for gold or silver?”
A listening response: “Congratulations — how many years?”
One question creates emotion. Emotion closes jewelry sales.
In a furniture store:
A customer says, “We just bought our first home.”
An average response: “What style are you looking for?”
A listening response: “That’s exciting — tell me about the space.”
Now you’re not selling furniture — you’re helping build a home.
In a pawn shop:
A customer says, “I need to pawn this today.”
An average response: “Let me test it.”
A listening response: “I understand — let’s see how I can help.”
Respect builds trust. Trust builds repeat business.
Listening Builds Trust
Customers don’t just buy products.
They buy confidence.
They buy experiences.
They buy relationships.
And every one of those begins with listening.
When customers feel heard, they relax. When they relax, they open up. When they open up, they tell you exactly how to make the sale.
The Takeaway
The next time a customer speaks, don’t just wait for your turn to talk. Hear the words. Hear the meaning. Hear the opportunity.
LISTEN — and watch your results improve.
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Choosing to Be the light This Christmas Season
“The light that inspires kindness and hope reveals truth before it can be passed on” – Bryan Dodge – Dodge Development
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