Research shows that most salespeople are poor listeners. Does that surprise you? Sometimes while conducting a sales seminar, I will pass out a twenty-question quiz on a small five-minute story I have just read. Most participants fail to get half of the questions right!! Now as salespeople if we are all going through life remembering accurately only half of what we heard, how effective will we be? Sometime later in the seminar I will share another short story and conduct another test on the material. The results? Scores dramatically improve, usually increasing by 40 -50%.

Does this mean that my instruction made the difference? While I wish I could take the credit, the truth lies elsewhere. People improve their listening ability because they want to improve! After the second quiz, people tell me things like, "We knew there would be a test the second time" or "I wanted to do better" or "I took notes and listened more carefully." Good listening starts with the right attitude! All of our lives we have been selectively "tuned out" by someone. In turn, we have tuned out those we believe have little of importance to say. We hear what we want to hear. Nine ways to improve your listening ability In addition to the general principle that good listening begins with an attitude of wanting to listen well, here are eight more keys to good listening…and good salesmanship:

1. Act Like A Good Listener. Give the other person your full attention when he or she is talking. Keep good eye contact to show you are listening and it will encourage the prospect to communicate with you. Be alert; sit straight and even lean forward when appropriate. This will improve listening on your part and possibly even motivate the prospect to be more effective and enthusiastic. Let your face radiate interest and concern for what the prospect says.

2. Make use of silence. Resist the temptation to jump in during a quiet moment. Just looking at the prospect expectantly will often keep him or her talking.

3. React Positively. Make the prospect feel important. Nonverbal methods, such as nodding, smiling and other positive facial expressions tell the prospect that you want him/her to continue talking. React neutrally to keep the person speaking frankly. Encourage him/her to continue talking with short verbal responses along with nonverbal ones, like "I see," "Uh-huh," "Oh," "Then what happened?" You can't hear the important things if the prospect doesn't say them! Encourage conversation.

4. Minimize Outside Distractions As Much As Possible. Give the listener your undivided attention. Eliminate for noise, such as phone calls and outside noise. If possible, hold calls and close the door. Make the environment support your good listening, not distract from it. Remember that the prospect will also be distracted by outside interference.

5. React To Ideas. Not The Individual. Listen for ideas in what is being said that can contribute to the sale, not to the words themselves or the personality of the person talking. You may think the other person is not a lovable, personable individual, but that doesn't mean his or her ideas won't be valuable to you in making a sale. Be aware of nonverbal messages such as tone, inflection, gestures and facial expressions.

6. Take Notes Taking notes of highlights, the prospects main interest, experience or main objections will help concentrate your listening and help in remembering and referring to them later.

7. Use The Speaking-Listening Rate Difference To Your Advantage. Most people can listen and think between 500 - 600 words per minute, but the average person speaks at about 150 words per minute. Use the difference in rates to think and concentrate on what is being said, not letting your mind wander. Use the time to summarize in your mind what is being said and to formulate questions to clarify unclear messages and minimize objections.

8. Give Feedback Feedback is the most important concept for developing understanding. If you are listening to a prospect or customer, don't hesitate to ask for clarification of what was said. Use open-ended questions that require more consideration than just a yes or no. If you are speaking, insist on feedback of key points to assure correct hearing and understanding. Questions such as, "Do I understand that you prefer a faster machine than the one you have now?" are appropriate responses to elicit clarification from the prospect. You can get feedback from statements you make to the prospect with questions like, "Have you had problems like that?" or "Which approach makes more sense to you?"

9. Develop The Attitude That Listening Is Fun. There is no such thing as an uninteresting person, only disinterested listeners. As you concentrate more on listening and using your listening skills more fully, you will find that getting people to talk more, learning more about their desires and experiences, is more enjoyable than hogging the conversation yourself. And while you're enjoying your newfound listening skill, you will also find that the information you get, with more receptive attitudes on the parts of the prospects, who appreciate being listened to, will lead to more sales as well.