Listening to Win – The Hidden Advantage in Sales

Listening to Win – The Hidden Advantage in Sales is a practical, research-backed course designed to elevate your sales skills through the power of active listening. You’ll explore how listening, when done intentionally and skillfully, builds trust, uncovers customer needs, and drives more meaningful and productive sales conversations. The course begins with the foundations of active listening, contrasting it with passive habits, and introduces tools like the Listening Funnel to help guide customer interactions.

As the course progresses, you’ll gain insights into the psychology behind listening, learning how the brain processes information during conversations and what mental barriers often interfere. You’ll then move into hands-on techniques to sharpen your listening abilities, avoid common pitfalls, and apply empathetic listening throughout real sales scenarios. By the end, you’ll be equipped to create stronger connections, respond more effectively, and ultimately close deals more successfully.

After completing this course, you will be able to:

• Use the 5 components of active listening to better understand and engage customers
• Apply proven techniques like summarizing and reading non-verbal cues to enhance communication
• Avoid common listening mistakes that undermine trust and clarity in sales conversations
• Listen strategically at each stage of the sales process and build deeper customer empathy

In partnership with:

Module 1: Active Listening for Sales Success

This lesson focuses on the critical role of active listening in sales, emphasizing its impact on trust, understanding customer needs, and offering tailored solutions.

Key Topics:

• What is Active Listening?
• Active Listening vs Passive Listening
• The Listening Funnel

Module 2: The Science and Psychology of Listening

This module explores how the brain processes listening and why each step is essential for building trust and connection in conversations.

Key Topics:

• Understanding the full brain process behind listening
• The 5 key components of active listening: Receiving, focusing, interpreting, responding, and formulating
• Mental barriers to listening

Module 3: Core Active Listening Techniques

This module teaches practical listening techniques and how to avoid common mistakes that can hinder clear, empathetic communication.

Key Topics:

• Active listening techniques, like summarizing and non-verbal cues
• Common listening mistakes, such as interrupting and jumping to solutions too quickly
• Understand how these mistakes can weaken communication and how to avoid them for stronger connections

Module 4: Listening in Real Sales Conversations

In this section, you will learn what to watch out for at different stages of the sales process as well as go over an introduction to empathy in sales.

Key Topics:

• Listening through the sales funnel
• Empathy in sales
• Matching activities to test your knowledge