The Sales Secret I Learned Early
When I landed my first field sales role in my twenties, I stumbled on one of the most important lessons in selling. It wasn’t about clever closing techniques or perfect product knowledge.
It was this: shut up and listen.
Why Listening Beats Talking in Sales
Salespeople often think their job is to impress prospects with facts, benefits, and witty persuasion. In reality, customers will tell you what they want—if you let them.
Your job is simple:
- Ask open questions.
- Listen carefully.
- Use their own words to shape your pitch.
When you do this, the prospect feels understood, the solution feels personalized, and the sale feels natural.
This is the heart of one of my favorite sales adages: “Let the prospect write the script.”
Listening in Action: A Simple Example
Imagine a car salesperson who actually listens:
- If the customer mentions young children → focus on safety features and low maintenance.
- If the customer is a single professional → highlight performance and style.
- If the customer is a business executive → emphasize prestige and brand reputation.
The same product, three very different pitches—because each is tailored to what the customer cares about most.
How Much Should You Talk?
Top-performing salespeople only talk about 20–30% of the time. That leaves 70–80% of the conversation for listening.
This balance gives you the insights to craft messages that connect directly with the buyer’s priorities.
How to Practice Active Listening in Sales
- Prime the pump. Start with a simple, friendly question.
- Stay quiet. Resist the urge to jump in or “outsmart” the customer.
- Pay attention to clues. Notice words, tone, and what excites them.
- Ask yourself: “What is important to this person?”
- Don’t judge—just understand.
Try it outside of work, too. In social conversations, practice asking a question and then listening without interrupting. You’ll be amazed at how much people reveal.
The Takeaway
Selling isn’t about showing how clever you are—it’s about making the customer feel understood.
When you talk less and listen more, you’ll:
- Build stronger trust
- Understand true needs
- Tailor pitches naturally
- Close more deals
So here’s Sales Secret #5: stop talking. Start listening. That’s how you win.