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Listen and Learn When Making a Sale

Sometimes closing the deal is as easy as closing your mouth.

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This story appears in the February 2007 issue of Entrepreneur. Subscribe »

In real estate, there are three keys to success: location, location, location. And in sales, the keys to success are listen, listen, listen. Being in control of the sale does not mean talking all the time and pitching your product. Instead, when you listen and ask questions that focus on the customer's needs, you are the one who ends up in control. So why is it so many salespeople seem to lack listening skills?

One reason is that we like to talk about ourselves and what we know. Also, our enthusiasm for our product has us yip-yapping away, hoping that some of what we say will make an impact on the customer. And talking about ourselves takes little effort.

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