Every salesperson should know how to communicate well, but there is one skill that is supremely more important, and that is the ability to listen.
When someone is considering getting into the sales career and think if they have the gift of gab that they will make a natural salesperson. In my opinion, someone who can listen, even though they're not the best communicator, will be more successful than the smooth talker.
Why? I believe the answer is kind of simple, which is: no one likes someone who talks a lot, but we do like people who will listen. This is so true in the salesman and customer relationship.
You need to learn what the customer needs and then address those needs with your sales presentation. If you're the only one doing any talking, your customer will find you boring and probably think that you are inept, without even giving any serious consideration to your product.
Try this tip to help improve your listening skills. When you begin a conversation ask a question, and make sure that it's open-ended, which means not a yes or no type of question. You can even make it a game by seeing how many questions you can ask in a row.
By asking questions you'll get your customer to open up and you'll learn much about his or her business, as well as their needs. The customer perceives that you have genuine concern by listening to them.
The old cliche that we have two years and one mouth is certainly true. We need to listen twice as much as we talk.