Active listening is one of the toughest skills in sales to master, but is vital if you want to achieve more successful outcomes in your conversations at ALL stages of the sales cycle.
Active listening is not just being silent and listening. It's intrinsically hearing the specific words and phrases and tonality our prospects use, and then responding based on WHAT has been said (versus just saying what we were always going to say next).
Active listening also helps us reduce sales resistance with prospects, and even prevents prospects from giving us objections.
Here's a REAL cold call from my newest SDR Connor Parry on his second (yes second) week as a brand new SDR.
It was a good call, but active listening could have helped him lower resistance and possibly have a more positive outcome.
He'll have this mastered in no time though as he's massively coachable. Making cold calls in his 2nd week is pretty impressive going too.
They are one of the things which many sales reps constantly struggle with, and think about improving.
How do I truly capture the attention of my prospect and make the most of that CRUCIAL opening few seconds of the call?
There are many ways which we can do this, but often times, simply personalising the start of the conversation can really make our prospects give us their undivided attention.
Even better - drop in some humour and 'if you can make em laugh, then you can make em buy/give you more time'.
Here's an example from a REAL cold-call of my colleague Stuart Taylor where he references something his prospect had posted on LinkedIn to build in some nice personalisation and in return - get more time.
Listen to how the prospect responds!