“Sales is a process of helping people to make decisions which will add to the quality of their life and their business.” — Steve Shapiro

Listening is central to communication and it’s also key to selling. While we may think we’re good listeners, those who we communicate with the most might feel otherwise. In this episode, Brian presents one of his most practical interviews from the past – with “Listening for Success” author, Steve Shapiro. Together they explore why we listen and don’t listen and offers tips to help us improve not only our listening skills, but how we communicate overall.

You’ll learn the difference between hearing and listening, why listening in essential to selling, and what to listen for when we speak with our clients, loved ones and everyone in between. Most importantly, you’ll discover timeless tips for listening more effectively and the nine behaviors that define poor listening. If you want to improve your relationships and close more sales, don’t miss this episode.


Inspirational quotes from today’s interview:

“You have to listen to find out what’s most important to the client.”— Steve Shapiro

“It’s rare to meet a listener and it’s more rare to meet a listening salesperson.” — Steve Shapiro

“It’s impossible to serve when you don’t know how people want and need to be served.” — Brian Buffini

“It’s a supremely mature act. One of the marks of adulthood is to listen and to accept what the other person is saying and at least consider it, even if you don’t like or agree with what you’re hearing.” — Steve Shapiro

“Ask and listen are two sides of the same coin.” — Steve Shapiro

“A man convinced against his will is of the same opinion still.” — Steve Shapiro

“You can’t fake listening. It’s not a set of techniques.” — Steve Shapiro

“People know when you’re using a technique on them.” — Steve Shapiro

“The space between the words is where the real reasons lie.” — Steve Shapiro

“By telling you what they don’t want, they’re also telling you want they want.” — Steve Shapiro

“If you’re doing most the talking, you’re not learning anything.” — Steve Shapiro

“Wisdom is the reward you get for a lifetime of listening when you would rather have been talking.” — Aristotle

“The most important part of learning is to unlearn errors.” — Zeno

“Where did we get the idea that in order to help someone we have to solve their problem for them?” — Steve Shapiro

“There’s nothing more destructive in human relations than saying ‘I know what your intentions are or were.’” — Steve Shapiro


Mentioned in this episode:
Listening for Success by Steve Shapiro


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