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Listening Your Way to New Business

By Larry Bodine
September 01, 2006

According to a German proverb: 'A man has two ears and one mouth so that he hears much and speaks little.' Mark Twain followed up the thought by saying: 'If we were meant to talk more than listen, we would have two mouths and one ear.' And I'll add: We were given two ears and one mouth, and they should be used in that proportion in a sales call.

Listening is the one sales technique that lawyers shouldn't live without. It saves you from having to make a pitch. Prospects hate being pitched (see discussion below).

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