Listen to Sell, Don't Tell to Sell

Brilliant salespeople excel by prioritizing listening over talking, contrary to the misconception that talkative individuals make better salespeople. The best salespeople appear non-salesy, facilitating a buying experience rather than a selling pressure. Effective sales interactions leave customers feeling as if they chose willingly, not sold to, exemplified by scenarios like restaurant dessert recommendations. Studies underline that top-performing salespeople listen twice as much as they speak, emphasizing the importance of keeping the conversation focused on the customer's needs rather than providing overly detailed answers. Positioning questions back to the customer maintains control of the dialogue and avoids the pitfalls of providing defensible statements, leading to more fruitful exchanges.