CHAPTER 8Empathic Listening

People don’t care how much you know until they know how much you care.

—Theodore Roosevelt

Are You a Good Listener?

Calvin Coolidge once said, “No one ever listened themselves out of a job.” No one ever listened themselves out of a sale, either. But there’s a lot more to listening than most people think, and it’s a lot harder to do than most people realize. This chapter is about getting people to really open up. Real emotional connections—the kind that can lead to change— are forged when people truly feel listened to. It’s something that doesn’t happen much in our society in general, much less in sales.

The biggest part of story tending is listening. In order to understand our buyers’ stories, in order to validate ...

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