Chapter 40

Listen to influence

Good listening is devastatingly effective. Like sincerity and spontaneity, it is difficult to fake. Good sales people and good leaders, like most normal people, have one mouth and two ears and they use them in that proportion. People like listening to the one person they truly trust and admire: themselves. Give people the chance and they will talk themselves into submission.

Each of the following three cases includes two approaches. Think about which approach is likely to be more effective in each case.

  • The sales call: Spend 15 minutes telling your client about the wonders of new miracle Sudso, which cleans up the competition, and then ask for the sale. Naturally, the client will find a thousand objections ...

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