Small-business question
Why should a business listen before trying to sell?
By Rick Hesse ·
Short answer
The short answer
Listening helps you understand what someone is trying to do, what worries them, and what they need to know before deciding. An explanation that begins there is more useful than a pitch prepared before the conversation.
Where this fits in a real small business
Rick learned in business-to-business sales that teaching could come before selling. Customers, employees, and owners often see different parts of the same problem. Their experience should shape what the business offers.
One useful next step
In your next customer conversation, ask what they are trying to accomplish and listen for the part they find confusing. Explain that part before suggesting a product or service.
The lesson behind this question
I Learned Business by Watching People
Different questions lead to the same deeper teaching: listen to the people who use, buy, and deliver the work before deciding what to build or sell.
Read the full lesson