Adapted from: Selling with NLP, Kerry L. Johnson


Value the speaker. Remember that selling happens primarily when your prospect is talking and you are listening empathetically and actively.

Listen with all your senses to understand deep needs of your prospect; avoid the tendency to think about what you will say after your prospect stops talking.


Don't talk non-stop, bombarding your prospect with a flood of information. Listen to your prospect's point of view. Demonstrate that you approve of s/his views.



7. Be an Active Listener
Unfortunately, many managers and salespeople believe they have to talk non-stop, bombarding a customer with a flood of information. Even though they may talk about the case (prices, characteristics, brand names), the prospect does not want to continue communication in the end. But why do such things happen? The answer is a lack of active listening.
Here are some methods of active listening you should consider:
▪ Agreement. Communication with potential clients should demonstrate that you approve of the views of the interlocutor.
▪ Questions-clarifications. After listening carefully, you can ask some questions to show you are engaged in the topic.
▪ Summing up. As well as clarifying questions, this technique will demonstrate that you have correctly perceived the client's words. To look at this through a simple example, imagine a situation in a restaurant. After you have ordered the food, the waiter summarizes the entire list of dishes.
▪ Paraphrasing. Having carefully listened to the interlocutor, you can repeat the words they said in your way. Of course, you should not state everything in a row but rather highlight the essence. It will prove that you perfectly understand what a person needs.


  1. Value the speaker

  2. Listen to what is not said  Empathetic Marketing

  3. Try to hear the truth 
    Selling Is Problem Solving

  4. Speak less 
    Focus on Emotional Drivers

  5. Avoid the tendency to think about what you will say after your customer stop talking

  6. Listen to your customer's point of view  4 NLP Perceptual Positions

  7. Repeat your clients' comments to make sure they know you heard what they said

  8. Don't take extensive notes while listening



Knowing Customers

Listening To Customers

Customer Listening Tips

Customer Needs

What Makes People Buy

Top 10 Subconscious Values

Understanding Risks Perceived by Customers

Effective Listening

Listening To Emotions

Marketing and Selling

Selling by Coaching

Question-based Selling (QBS)

Marketing To the Subconscious

10 Steps to Successful Communication With Your Prospects

Selling (and Silence)