Nugget #17 - Active listening is the most important selling skill you can have.

People crave feeling understood. The best way to show you’re listening to someone is ask questions based on what they just said.

Sure, you can have your pre-scripted questions of what you think you want to say. But as Mike Tyson said, “Everyone has a plan until they get punched in the face!”

As soon as your customer talks about things that are important to them, listen intently. Ask about what they’re talking about. Clarify. If you can and where it makes sense, try to can the impact of their situation to solution you can provide.