Write it down
Salespeople who listen more than they talk tend to win more sales. After all, listening gets you information you need to better understand the customer's business and deliver a solution that works best for them.
Source: Famed negotiator Herb Cohen
But salespeople who take notes while listening can have an even bigger advantage. Why? Because prospects have grown wiser. They recognize that some salespeople only superficially listen or are simply waiting an appropriate amount of time before launching into their presentations.
When a salesperson takes notes, prospects are more readily convinced the salesperson is truly interested in doing what's best for the customer. That builds trust and credibility.