Salespeople should first be good listeners, and only then eloquent speakers.

80% of salespeople believe that the key to sales is a silver tongue, so they chatter endlessly at clients, but most clients reject them before they finish. The author has met many sales experts across industries, and they all agree that in sales, ears are more important than mouths! Communication starts from the heart, and the first step is learning to listen. In sales, 80% of deals are closed by ears, and only 20% by mouth.

80% of deals are closed by ears

(1) Listen to customer needs. (2) Improve products and services. (3) Gauge customer satisfaction.

Salespeople should first be good listeners, and only then eloquent speakers.

Learn to listen to customer conversations

(1) Let the customer finish speaking; do not interrupt. (2) Strive to empathize with the customer's feelings. (3) Listen with full attention, avoiding irrelevant actions. (4) Pay attention to feedback. When listening, note the customer's feedback and promptly verify whether you have understood their meaning. (5) Do not mind the customer's language or mannerisms during conversation. Focus on the content of what they say. (6) Pay attention to non-verbal expressions. (7) Keep your thinking speed in sync with the conversation. Thinking is several times faster than speaking, so while listening, your brain should work hard, thinking and analyzing. (8) Avoid awkward silences.

Listening attentively is a catalyst for building trust with customers. Salespeople who learn to listen to customer conversations truly enter the customer's psyche, thereby establishing trust and rapport between both parties.

Understand the subtext of "too expensive"

(1) Subtext one: The price is higher than others, making it hard to decide. (2) Subtext two: I don't know you well; the risk is too high, so I'll think it over. (3) Subtext three: What you're saying isn't what I really care about.

Read the customer's mind through their speech

(1) Those who gossip about others are often jealous. (2) Those who speak ambiguously tend to please others. (3) Those who chat about everyday matters want to get close to you. (4) Those who avoid a topic may have other hidden motives. (5) Those who judge others are quite calculating. Salespeople should not take such judgments at face value but analyze the underlying nuances, without letting it affect the sale. (6) Those who maliciously criticize others have a strong desire for control. (7) Those who shift with the wind change their minds easily. (8) Those who complain a lot are narrow-minded and cannot handle much. There's no need to take their words to heart; just proceed with your plan. (9) Those who appeal to tradition are conservative in thinking.

"Speech" leaks customer information

In business, salespeople must be fully alert, extracting valuable intelligence from every word the customer says.

(1) In formal settings, if a customer clears their throat at the start, it indicates slight nervousness. (2) Continuously clearing the throat or changing pitch during speech may indicate anxiety. (3) Some clear their throat because they are hesitant about the issue and need more time to consider. (4) Deliberate throat-clearing is a warning to others, expressing dissatisfaction. (5) Whistling can be a sign of nonchalance or composure, indicating the customer is confident and assured. Salespeople should prepare countermeasures to avoid falling into their trap. (6) Those who are dishonest speak hesitantly, a sign of guilt. (7) Customers with base intentions speak in a strange, harsh tone, as they harbor ulterior motives. (8) Customers with clear minds speak calmly and smoothly. (9) Those with rebellious intentions often speak with a hint of shame. (10) The wealthy and arrogant may use aggressive language. (11) Those who slander others speak evasively; those who lack integrity speak haltingly.

Voice is an expression of the customer's inner state

Salespeople should not only focus on surface words but also understand the customer's unspoken messages to grasp their psychology. (Note: This is a professional retail knowledge sharing platform; search for "门店老狐狸" for more.)

(1) When the mind is calm, the voice is peaceful. (2) When the mind is clear, the voice is refreshing and smooth. (3) Fast talkers are usually eloquent. (4) Slow talkers tend to be more reserved.

A person's external voice changes with their inner world, hence the saying: "When the mind is agitated, the voice changes."

Discern customer personality through speech patterns

(1) Customers who use respectful language are often slick and worldly. (2) Customers who use polite language are broad-minded and tolerant. (3) Customers who speak concisely are straightforward, cheerful, and generous. (4) Customers who ramble with endless digressions lack a sense of responsibility. (5) Customers who use dialect are emotionally rich and value relationships. (6) Customers who are good at comforting others are quick-witted. (7) Customers who like to teach others enjoy showing off; to win them over, satisfy their desire to teach. (8) Customers who slander others are narrow-minded; when dealing with them, hide your talents and show your ordinary side to avoid arousing suspicion. (9) Customers who speak sharply and bitterly are often disliked by those around them.

"Attitude determines everything." Speech patterns determine a person's character and how they approach salespeople, which in turn leads to big deals.

Pet phrases reveal customer psychology

(1) "In my personal opinion..." "Is it...?" "Can we...?" – These customers are amiable, objective, and rational, able to analyze calmly and make correct judgments. (2) Those who frequently use trendy words follow the crowd, like exaggeration, and lack personal opinions and independence. (3) Those who often say "indeed so" are mostly shallow and ignorant. (4) Those who overuse "absolutely" are clearly arbitrary. (5) Those who frequently use foreign words or languages are vain and like to show off. (6) "I knew that already" indicates a strong desire to show off. (7) "This..." "That..." "Uh..." – These customers are cautious in speech and action. (8) Those who say "as expected" are self-righteous and emphasize their own opinions. (9) Those who say "actually" have a strong desire to express themselves and seek attention. (10) "In the end, what happened..." – Their latent desires are unfulfilled. (11) "I..." – They seek opportunities to emphasize themselves and attract attention. (12) Those who emphasize words like "really" lack self-confidence. (13) "You should..." "You can't..." "You must..." – These customers are autocratic, stubborn, and arrogant, but very confident in themselves. (14) Those who frequently use dialect with confidence and assertiveness are self-assured and have strong personalities. (15) "I want..." "I think..." "I don't know..." – These customers are simple-minded, impulsive, and emotionally unstable.

Pet phrases are formed through long-term, high-frequency use and have distinct personal characteristics, serving as a verbal reflection of one's inner personality.

Master the three steps of patient listening

(1) Listen with enthusiasm and a sense of responsibility. A good listener uses ears to hear content and the heart to feel emotions. (2) Avoid unnecessary distractions while listening. (3) Be an active listener. Actions speak louder than words; actively listening to the other person is a silent way of showing respect. By being a good listener, we not only earn the customer's praise but, more importantly, win their heart.

In the sales process, many people fail to make a good impression because they don't or won't listen. Therefore, practice the basic skill of "patient listening" in your daily work. Remember, no matter where the customer comes from, listen with your heart.

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