Too often a sale is lost because the salesperson blew it during the selling process. There may have been multiple reasons why. Perhaps there was a personality issue between buyer and seller. Maybe a misunderstanding or lack of communication about what the buyer wanted was the problem. Did the rep have a basic understanding of the product or service, or did the customer perceive a total lack of knowledge about the product on the part of the agent. Was the price too high, or was there no room for negotiation? Lots of other problems may have occurred also during the process that prevented a sale.

However, many sales are lost simply because the salesperson talked too much. There is a cardinal rule in selling: he who speaks first loses. Lots of agents or merchants are so enamored with themselves that they talk too much and the customer gets turned off. Selling is a dance between the customer and the salesperson, and those who win are the most adept at timing and footwork.

According to Selling Power magazine, while long discussions can enhance relationships, most customers prefer salespeople who are to the point. Here are the top factors that keep sales reps from listening more than they speak: