Why Great Salespeople Are Great Listeners (Ask Jeb)

Here's a question I get asked all the time: What's the single biggest misconception holding salespeople back? That question came from a room full of college students at BYU-Idaho, ages 19 to 24, all exploring sales careers. And my answer is the same whether you're just starting out or you've been in the game for decades. The biggest lie about selling is this: Good salespeople have the gift of gab. You know the stereotype. The smooth talker. The fast-talking closer. The person who can talk their way into or out of anything. We've all seen it in movies, TV shows, and plays like Death of a Salesman. It's been around for a century, and it's completely wrong. The Truth Top Performers Know Here's what the best salespeople actually do: They listen. The greatest salespeople aren't the best talkers. They're the best listeners. They're individuals who know how to ask the right questions and know how to ask questions in a way that create these aha moments for prospects and customers. They understand something fundamental that average performers miss: Closing happens in the discovery process, not at some magical point where you lay the hammer down and ask for a sale. Think about that for a second. The deal isn't won when you deliver your polished presentation. It's not won when you overcome the final objection. It's won in those early conversations when you're asking questions, uncovering pain, and building relationships. Why the Stereotype Persists The negative stereotype of salespeople has been pervasive in society for generations. Part of it's because no one really likes to be sold. And there are salespeople who are bad. They talk at people instead of actually taking the time to listen. But here's the reality: Lots of professions have negative stereotypes. Lawyers. Politicians. Salespeople aren't the worst of them. And here's the good side of that negative stereotype: Nobody wants to be in sales. So if you're in sales, you're making a whole lot more money than anybody else. That's a good thing. The people who look at the profession of selling and say "I could never do that" or "I could never interrupt people or take that type of rejection" are the same people who will never experience the income, freedom, and impact that comes with being great at sales. The Power of Questions When you shift your mindset from talking to listening, everything changes. Instead of thinking about what you're going to say next, you're focused on what your prospect is telling you. You're asking questions like: What's driving this decision right now? What happens if you don't solve this problem? Who else is involved in this decision? What does success look like for you? These aren't manipulative tricks. They're genuine attempts to understand your prospect's world, their challenges, and their goals. And when you do that well, you create trust. You build relationships. You position yourself as a partner, not a vendor. The discovery questions you ask matter more than any pitch you could ever deliver. Handling objections starts with asking the right questions early in the process. Who's Really in Control Here's the truth: The person in control of the conversation is rarely the talker. In fact, it's almost always the listener. If you want to move deals, stop performing and start discovering. Build your calls around three things: smart opening questions, deep follow-ups, and crisp advances to the next step. You'll gain insights, not just air time. And insights are what close deals. Success in sales isn't about being the loudest voice in the room. It's about being the most curious, the most engaged, and the most intentional about moving the sale forward. What You Need to Unlearn Right Now If you've been operating under the assumption that you need to be a great talker to succeed in sales, unlearn that immediately. Replace it with this truth: You need to be a great asker and an even better listener. Your job isn't to convince people. Your job is to help people convince themselves by asking questions that lead them to their own conclusions. When prospects discover the solution themselves through your questioning, they own it. They believe it. And they buy. That's the relationship you build through asking questions. That matters the most. The Bottom Line Stop trying to out-talk your prospects. Stop preparing 47-slide presentations. Stop thinking that your job is to educate and inform. Your job is to discover. To listen. To understand. To ask the questions that help your prospects see clearly what they need to do next. The best salespeople aren't the smooth talkers. They're the smart listeners who know that the power of the sale is in the questions they ask, not the words they say. If you master this one fundamental truth, you'll close more deals than all the gift-of-gab salespeople combined. And you'll build a career based on relationships, trust, and value instead of pressure, manipulation, and empty talk. That's how you win in sales. That's ...