Most Sales Reps Don’t Do This. Are You One of Them?

Let’s be honest, there’s no shortage of sales training out there. You’ve got courses, webinars, books, scripts, frameworks… and yet, most salespeople still fail at one thing that separates the average from the elite.

• It’s not prospecting.
• It’s not objection handling.
• It’s not even closing.

Ready for it?

Most sales reps fail at active listening. Yes, Listening.

Not just nodding along while thinking about your next pitch. I’m talking about really listening. Hearing what the buyer is saying, what they’re not saying, and using that insight to guide the conversation professionally.

I Hear You vs. I Understand You

There’s a massive difference between hearing a prospect and understanding them.

Here’s a common scenario:

Salesperson: What’s your biggest challenge right now?

Buyer: Honestly, we’re overwhelmed with manual processes.

Salesperson: Got it. Let me show you how our platform can automate everything.

On the surface, it seems like a smooth pivot. But here’s the thing, that response skips the why, the emotion, and the context. That’s not active listening. That’s just grabbing a keyword and jumping to your pitch.

A better response might sound like:

Salesperson: Sounds frustrating. When you say overwhelmed, what does that look like day to day?

That one question opens the door to a richer conversation and deeper trust.

Why Active Listening Is a Sales Superpower

Buyers are tired of being sold to. They want to be understood.

When you actively listen:

• You uncover hidden objections before they surface.
• You identify real pain points?not just surface-level issues.
• You build rapport faster and earn more trust.
• You tailor your solution to what actually matters to them.

And guess what? That makes your pitch land harder?and close faster.

How to Know If You’re Failing at It

Think back to your last few sales calls. Ask yourself:

• Did I talk more than the prospect?
• Did I interrupt or fill the silence? too quickly?
• Did I ask follow-up questions, or just jump to my solution?
• Could I summarise the prospect’s challenge in their words?

If you’re cringing a little right now, you’re not alone. Most salespeople think they’re good listeners. The top 1% know better. They practice it. They record and review their calls. They have coaches who hold them accountable.

Quick Tips to Improve Your Listening Today

Want to sharpen your ears and boost your sales performance?

Try this:

• Pause before responding. Give your brain time to process what was said.
• Repeat or reframe. “So what I’m hearing is…” Shows you’re dialled in.
• Ask clarifying questions. Go beyond the first answer. That’s where gold lives.
• Use silence as a tool. Sometimes the best thing you can do is say nothing.
• Record and review your calls. You’ll be amazed at what you missed the first time.

Your Prospects Are Telling You Everything You Need If You Listen

The sales reps who win in this market aren’t the smoothest talkers or the flashiest presenters. They’re the ones who understand their buyers better than anyone else.

If you want to become that kind of rep, or train a team of them, Business Coaches Sydney can help.

We build custom sales training programs that go beyond scripts and slides. We teach real skills that drive real results, including one of the most underrated (and most profitable): active listening.

Ready to turn listening into your competitive edge?

Contact Business Coaches Sydney today for tailored sales training that turns good salespeople into great ones.

Call 1300 844 574 or Email info@businesscoachessydney.com.au

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