1. Listening builds trust. The best salespeople are good listeners who seem concerned with customer needs and help them purchase products or services in a cost-effective way.
2. Listening lowers resistance. It reduces tension and defensiveness on the part of customers who realize they aren't going to be pushed into making a purchase through the force of words.
3. Listening builds self-esteem for customers. It's flattering for a customer to know that a salesperson is listening intently to what's being said.
