Chapter 53. Be a careful listener
Selling is more about listening and observing than talking. The Sales Ambassador knows that a lot of information is learned through letting the customer tell his story.
There is an elegance in listening that should be remembered. Sales Ambassadors show that they are listening by making eye contact, nodding, and by using small words of agreement or surprise at what the customer is saying. At first, these may seem to be very small gestures, but they are vital in assuring customers that the Sales Ambassador is present and interested.
Active listening is more than simply shutting your mouth. It requires awareness and the ability to interpret. When the Sales Ambassador listens, the customer reveals himself.
To know your customer, activate your listening.
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