LISTENING: SO WHATS IN IT FOR ME? by Lynn Thomas Listening differs from hearing. Hearing is passive. Listening is a learned skill its active. People remember only about ...

Knowing what customers expect may be the most important key to successful selling. While every customer is interested in getting an appropriate price, many salespeople seem to think that price is the primary issue. As a result, they lead with price and seem to base most of their sales presentation on cost issues.