Have you sat in front of the perfect prospect who seemed completely interested, asked all the right questions, and gave every indication they were ready to buy—only for the deal to fall apart at the close?
What if there was one thing you could do to fix this and immediately start closing more deals?
It all comes down to addressing the single biggest mistake people make in sales. As obvious as it sounds, the single biggest mistake in sales is:
Failing to understand and listen to the customer.
You might think, “Well, I always listen to my customers and try my best to understand them.”
I am sure you do. That’s sales 101.
But have you ever found yourself in a sales interview, wondering how you were going to convince the customer to buy your product—even when you knew deep down that it wasn’t exactly what they were looking for? Sitting there, figuring out ways to persuade them anyway?
Don’t get me wrong—many unique and beneficial services and products can genuinely benefit customers, and I am sure yours is one of them. Many salespeople represent fantastic solutions that bring real value to their customers.
But in situations like this, where does listening to and understanding the customer fit in?
Have you ever sat in front of a salesperson who pitched their product, talking maybe a “tad too much” about all the features and how their product will benefit you? Maybe they ask a few questions occasionally but mostly dominate the conversation.
As a customer, you can feel when they focus on selling their service or product rather than understanding what you need.
The key to overcoming this mistake is simple yet profound: shift your focus entirely to the customer. Instead of concentrating on how to sell your product, concentrate on how to solve their problem.
So, as a salesperson, how do you improve your sales simply by improving your ability to listen and understand?
Before you talk about your service or product with a potential customer, start by asking thoughtful questions that encourage customers to share their needs, challenges, and goals.
Listen to what they say. Turn off your “sales mind” and simply listen to the customer. Fight the urge to respond or talk about how what you’re selling can help.
Instead, focus on understanding them.
As I often tell people, selling is very similar to making a new friend.
A friendship is built on trust, understanding, and genuine connection. You wouldn’t make a friend by overwhelming them with your accomplishments or showering them with insincere compliments.
Instead, you’d listen to them, understand their perspective, and relate to their experiences.
The same applies to sales.
Focus on creating a real connection by showing genuine interest, listening carefully, and responding with understanding. When your approach feels authentic and thoughtful, trust naturally follows—and trust is the foundation of every successful sale.
The customer knows they’re sitting in front of a salesperson.
At some point during the conversation, they’re likely to start asking questions—this is a sign that they’re interested. This is your moment to answer their questions thoughtfully and honestly.
Resist the temptation to dive into the same generic pitch you give everyone. Instead, treat it as an opportunity to build trust by addressing their concerns directly and clearly.
As the conversation unfolds, the customer—feeling no pressure—often starts to lean in, becoming genuinely interested in your product or service. This is when a real sales conversation begins: a two-way dialogue where they feel heard and understood.
By avoiding over-talking or dominating the interaction with features and benefits, you create an environment where the customer feels valued.
Your role isn’t just to pitch; it’s to guide.
Tailor your responses to align with their unique situation, showing how your product or service genuinely solves their challenges.
As the conversation becomes more personalized and natural, trust grows—and trust is what ultimately closes deals. This approach shifts the dynamic from “selling to” the customer to “working with” them, dramatically increasing your chances of success.
So, by listening more, understanding deeply, and aligning your solution with their needs, you’ll not only fix the single biggest mistake in sales but also elevate your entire approach to selling.
A Simple Exercise To Help You Improve Your Ability to Listen & Understand
Here’s a simple exercise to help you improve your listening and understanding skills:
Select a short video or podcast, and listen attentively without distractions.
Once it’s over, challenge yourself to summarize the key points in your own words without referring back to the source.
This simple exercise encourages active engagement with the content, helps you focus on understanding the speaker’s main ideas, and sharpens your ability to retain and process information effectively.
Now remember, improving your ability to listen and understand customers does not happen overnight—it’s a skill that requires consistent practice and intentional effort.
The more you actively work on it, the better you’ll become. Over time, this practice will transform your sales conversations, making them feel more natural and engaging, like a friendly chat with someone you’ve just met.
When you reach that level, selling becomes less about pushing a product and more about connecting with someone, understanding their needs, and offering a solution they truly value.
To help you on this journey, I’ve created a free course, 8 Sales Superpowers to Crush Your Targets and Close More Deals, designed to teach you essential sales skills and how to apply them.
In this course, I’ll walk you through actionable steps to master listening, empathy, preparation, and more while transforming your approach to sales. Whether you’re a seasoned professional or just starting out, this course will help you develop your skills and crush your targets.
Ready to improve your sales game?
Take my free course on YouTube and start mastering these sales superpowers today.
Remember, the first step to success is investing in yourself. Leap—your future self will thank you!
Love,
Jim
