Listening is half of the communication equation. The benefits of listening intelligently are profound, especially for your sales team—those on the front lines working to increase revenue and profit for your company. In fact, one study of 267 leading U.S. businesses found that upgrading your team members' communication effectiveness is associated with a 30% improvement in your organization's market value.
I just had one of those nightmare sales situations. Maybe you can relate? Once the rep started talking, he didn’t stop. He gave me every detail about his product and service without stopping to take a breath, never mind to ask me questions about what was most important to me. Even worse, what he was explaining had no relevance to what I really needed. I was being “pitched” and up sold, and I didn’t like it. He didn’t get the sale.
In the iconic movie classic, Field of Dreams, Ray Kinsella hears a voice that insists that “If you build it, he will come.” Acting on instinct, Ray builds a baseball field in his backyard Iowa cornfield. As we find out much later in the movie, the calling Ray felt had bigger implications than just the appearance of “Shoeless” Joe Jackson and the 1919 Chicago White Sox who show up to play ball on Ray’s baseball field.