It has been reported by the American Psychological Association that during meetings 68 percent of the participants are thinking about events in their lives unrelated to the meeting. 20 percent of the participants are actually paying attention, and only 12% are really listening.

More than likely, you as a salesperson truly understand less than half of what your customer is telling you. Effective listening is critically important to our sales success. Through effective listening we will be in a position to better understand our sales opportunities and customers needs. Before we learn the two primary techniques of Listening To Understand, we should first be aware of the reasons why it is difficult for all of us to listen 100% of the time.

Why We Don