One of the most important skills in (any) sales is – L I S T E N I N G.

I know, duh! How many times have you heard – “you’ve got to listen to your clients”. If you’re a good salesman, you listen more than you speak.

"But Vera, I do listen. What am I supposed to listen for?"

Let me tell you a short story.

I have a nice aunt, Marie. She’s this loving, bubbly, caring person, interested in everybody, always smiling and welcoming. She has one bad habit – every time she asks a question, she would then enthusiastically start finishing the sentences WITH YOU. A loud. She would speak the words you’re ABOUT to say.

It’s incredibly annoying.  Knowing what kind of person she’s, I know she doesn’t mean it in any negative way. But if I didn’t know her – I would feel like she was telling the other person – I already know what you’re going to say, I can say it for you better, look I know what words you’re going to use, I have no patience to wait till you get to your point, I can finish your thoug...

Solve your client’s problem – and you have a business.

Sounds right. That’s how it works. Does it?

Now imagine your favorite wine shop. You’re a wine salesman who just walked in with a bag full of bottles to taste, a suitcase with pricing sheets, shelf talkers, and brochures. You got a sales goal to hit every single month. You also have numerous new placements to make, new vintages to sell, different brands (often completely unknown) to introduce. The pressure is on.

No empty spots in a desperate need of filling with new products, nor free space waiting for new arrivals.

Your client doesn't have an obvious need or problem...