How Well Do You Listen?


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“The most important thing in communication is to hear what isn’t being said.” Peter Drucker

Everything is about give and take. Takers cannot take forever without giving, because givers expect return. When takers take things for granted, and have no intention to produce any return, givers will quit. This is true in almost every situation, in particular, sales.

In every sale, salespeople usually talk more and listen less. But, talking is giving, and listening is taking. If people have the tendency to take rather than give, then salespeople should actually listen more and talk less. After all, everyone has two ears and one mouth; everyone should listen twice as much as he/she speaks. It goes against nature that salespeople talk more than they listen.

So, why salespeople have difficulties listening? First, people tend to think faster than they listen. Second, they believe that they are offering values to customers by doing 80% of the talking. However, without a thorough understanding of what the customers want, how is it possible for the salespeople to come up with solutions that cater to their actual needs, emotionally and rationally?

Top salespeople know how to control when and what to talk.

How to crack Drucker’s code? How to hear what isn’t being said?

Learn to listen, the vital and necessary skill for success.

When was the last time you listened, but not heard?

Daryl Choy
Daryl Choy has worked with companies of various sizes, from multinational corporations to small and medium enterprises in a wide variety of industries. His responsibilities have ranged from sales and marketing to system development and human resources.


  1. Daryl

    Wise words I wish I listened to more myself.

    Reminds me of:

    A wise old owl lived in an old, old oak,
    The more he heard, the less he spoke,
    The less he spoke, the more he heard,
    Wasn’t he a wise old bird.

    Graham Hill
    Independent CRM Consultant
    Interim CRM Manager

  2. I agree with Daryl.

    I would like to suggest that it is the listener who controls the conversation, by what he or she says or does in response to the speaker. I try to follow the 80/20 rule, and speak 20% of the time or less, but make it count!

    -Chris Stiehl
    co-author Pain Killer Marketing

  3. Graham

    You remind me of this quote.

    “He who knows not and knows not he knows not: he is a fool – shun him. He who knows not and knows he knows not: he is simple – teach him. He who knows and knows not he knows: he is asleep – wake him. He who knows and knows he knows: he is wise – follow him.” Anonymous

    Daryl Choy, the founder of Touchpoint eXperience Management, helps firms make a difference at every touchpoint. Choy can be reached at


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