Keep listening to prospects even if you think you have heard it before. The personal pain of each prospect is different. Some salespeople tend to stop listening when the prospect starts to tell them the problem because they have heard this a hundred times before and they think they know where the prospect is going with this description. If you do this, you will miss the real personal pain that this prospect has. Or at least you will miss the hint they give you which will lead you to ask more and better questions. Even worse, some salespeople interrupt the prospect in mid description with a statement like “Oh I know your problem!”. There is no faster way to turn off a prospect and ruin your chances to develop a relationship that saying that. So, even if you think you have heard it all before, listen intently and you will discover that the key to the sale may lie in the nuances of this particular situation and how the prospect reacts to them.
