True automotive sales professionals know that before they start talking to customers about their product features or anything else, they need to learn to listen to what the customer has to say - and demonstrate that they're paying attention.

Customers won't buy from you if they don't like you, trust you or respect you. They are far more likely to buy when you can position your service as a solution to what they perceive as an important need. Listening is the key sales skill that allows you to earn customer's trust and uncover their needs at the same time.

Customers care more that you understand their needs than that they understand your products.

Who decides whether you're a good listener? The customer does, and since they can't read your mind, they can only judge you by the behavior you show them.

What kind of questions do you ask? Open-ended questions, encourage the customer to talk to you this must happen before you can listen.

How do you demonstrate your interest? Focus your questions on the customer's interests and needs not your own.

Take notes, if you're interested in what the customer is saying take notes?

Do you summarize what you hear? If you think you have uncovered an important need, restate it to check your understanding. This not only stops confusion, it shows that you're paying attention.

Use what you've heard in your presentation? And when you make your presentation, every feature and benefit you discuss should be tied to a need you uncovered by asking questions. That is the true test  of your listening skills.

Customers won't buy your products unless they first "buy" you. And no matter how charismatic you think you are, you can't sell yourself to people who think you aren't paying attention to their needs and concerns.  It has to be an open dialog, you asking open-ended questions and them talking to you.

What do you think? Do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author and Educator: Has One Simple Goal Improve a Million Automotive Sales Consultants Lives

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