It's Not About You, It’s About Them: The Art of Talking 20% and Active Listening 80%

Listen 80%, Talk 20%

In the world of sales and marketing, a common pitfall is to focus too much on your product or service, and not enough on your customer. This often leads to one-sided conversations where the seller talks 80% of the time, and the customer only 20%. However, for truly effective communication, these percentages should be flipped. It's not about you; it's about them.

The Power of Active Listening

Active listening involves not just hearing the words that another person is saying, but also understanding and interpreting their message in order to respond effectively. This is incredibly important in a sales context, as understanding your customer's needs, concerns, and desires is key to offering a solution that truly fits their requirements.

When you practice active listening, you are engaging with your customer on a deeper level. You're showing them that their words have value and that their needs matter to you. This can build trust and rapport, which are crucial elements in any successful sales relationship.

Talk Less, Listen More

By talking only 20% of the time, you give your customers the space to express themselves. They can discuss their needs, voice their concerns, and ask their questions. Your 20% should be spent addressing these issues, providing valuable information, and guiding the conversation in a productive direction. This approach allows you to tailor your responses to the customer's specific situation, making your communication more effective and personalized.

Ask Insightful Questions

One key way to encourage your customer to open up is to ask insightful questions. Instead of just reciting information about your product, engage your customer by asking about their needs, their pain points, and their goals. This not only provides you with valuable insights but also shows your customer that you're genuinely interested in finding a solution that benefits them.

Show Empathy and Understanding

As your customer speaks, respond in a way that shows empathy and understanding. This can be as simple as acknowledging their frustrations, validating their feelings, or expressing appreciation for their perspective. This kind of response can make customers feel heard and understood, which can significantly enhance their trust in you and their relationship with your brand.

In conclusion, by talking less and listening more, you can shift the focus of your sales conversations from your product to your customer. This customer-centric approach can enhance your relationships, improve your sales effectiveness, and ultimately lead to more satisfied customers. Remember, it's not about you, it's about them.