A frequent complaint from sales executives is that they believe their salespeople are poor listeners. This might be because they tend to talk too much around the office, since few executives or managers are observing their sales pros in action in front of buyers. In this chapter we discuss why people are poor listeners, what makes a good listener, and exactly what your team should be listening for. A portion of this chapter replicates material in Chapter 9, Establishing Rapport. I’ve left it in to reinforce these potent ideas.