By Dr. Chris Croner
Listening skills are critical for all salespeople, whether they are focused on finding new customers, or searching for opportunities in existing accounts. A good salesperson knows how to give the floor to the prospect/customer and allow them to do most of the talking. On the other hand, we have all dealt with salespeople who focus on their own agenda, irrespective of the customer’s unique needs.
Although listening skills can be taught, it is important for many hiring managers to assess them effectively in the interview, to obtain a clear picture of the candidate’s development needs. The most effective way to determine a sales candidate’s ability to listen carefully is simply through observation. Remember, during the interview, the candidate is on his best behavior. So, the tendencies you notice here would likely play out in front of a prospect as well. Here are a few things to look for:
Does the candidate interrupt you? Some candidates may be over eager, but a consistent habit of interruption suggests that the candidate puts his needs and agenda first.
Is the candidate a motormouth? If you have a long-winded candidate, see if you can get them to be more succinct. Gently ask them if they have ever received the feedback that they can be long-winded at times. Remind them of the time constraints of the interview process, and politely ask them to shorten their responses. Note whether they can do this. If so, you know that they will be amenable to feedback on their listening skills. If not, then be aware of this developmental need if you bring them on board.
Ask the candidate, “Tell me about a time when you were with a customer and had to read between the lines to find out what was important to that customer.” Look for the candidate’s degree of cleverness in both identifying the customer’s real needs, and asking sharp follow-up questions to go deeper.
If you determine that the candidate needs to develop his listening skills, make sure that you consider this carefully in your hiring decision, and provide the necessary developmental resources to those whom you hire.

- Dr. Chris Croner
Dr. Christopher Croner is a Principal with SalesDrive, LLC, a firm that specializes in the selection and deployment of high performing salespeople. Dr. Croner is co-author of the book, Never Hire a Bad Salesperson Again, detailing his research and practice in identifying the non-teachable personality traits common to top producers. Dr. Croner developed the proprietary DriveTest™ diagnostics system, including the Drive Interview™ for salesperson selection. Using this system, he has helped numerous companies to hire and develop top-performing salespeople.