Good salespeople know that you can’t close a deal without the prospect feeling good about it.
What is not as obvious is that what they feel has more to do with what they say than with what you tell them.
Why? Because what they really need is to feel understood, listened to, and reassured. And to do that, you have to actually listen to them.
How much is too much talking versus too much listening? After analyzing over 25k sales conversations, studies found that top-performing sales professionals speak an average of 43% of the time, while their clients speak for 57% of the conversation.
This is called the 43:57 ratio, the "golden talk-listen ratio," and Gong.io found that sales reps who achieve it see an improvement in their sales performance.