The Art of ListeningYou're more likely to make the sale if you hear what prospects have to say.

There are three reasons to keep your mouth shut and your earsopen while selling. First, you don't want to miss prospectssaying yes. Second, you need to hear their questions, modificationsand concerns. Finally, you don't want to talk yourself out ofthe sale. The sales adage "He who talks first, loses" isgenerally true, but not for the reason most people think.You're not engaged in a power struggle with prospects, which iswhat this adage implies. Salespeople are likely to lose the sale ifthey talk first because they constantly jump in with moreinformation. But if you won't shut up and let prospects talk,they can't give you an order.

Excerpted fromCreative Selling: Boost your B2B sales