by rshafir | April 28, 2025 | Blog, Entrepreneurship
When Ron inherited his father’s vintage car collection, he had big plans. He wasn’t just going to maintain the business—he wanted to grow it. Turn over inventory, find rare gems, and build a name for himself in the world of classic cars.
There was just one problem: Ron was a hustler, but not a natural salesperson.
Then came Gary.
Gary called the showroom one day to book an appointment. He mentioned casually that he was part of a nationwide vintage car club with hundreds of members. Clearly a man with means—and connections.
When Gary arrived, he quietly wandered the showroom, hands in his pockets, eyeing the gleaming Alfas, Cadillacs, and Citroëns. Ron followed closely, trying to impress him with details and specs. But Gary barely responded.
Instead, almost under his breath, Gary said, “I just want to feel really good again. Being around these old cards make me feel good.”
And that was it. No sale. No follow-up. Gary left, and weeks passed without a word.
That’s when Ron reached out to me.
The Opening Ron Missed
I told him: Gary gave you a gift. That offhand comment— “I just want to feel really good again”—was more than small talk. It was an opening. A cue. An invitation to connect.
I encouraged Ron to invite Gary back. And when he did, I gave him one simple script:
“Gary, last time you were in, you mentioned you wanted to feel really good again. If it’s not too personal, would you mind telling me about the last time you felt that way?”
And then—I told Ron—shut up. Listen. Be curious. Forget selling for a moment and just be human.
When the Real Story Emerged
Gary showed up, took a seat, and sat quietly for a moment. Then he started talking. About his college years. Football games. Fraternity mischief. Professors who pushed him hard. For fifteen minutes, he told the story of a time when he felt alive.
Ron didn’t interrupt. He just listened.
Then he asked the second question:
“Gary, those were clearly great times. By the way—what were you driving in college?”
Gary lit up. “A 1971 Mustang. Deep olive green with the bucket seats and the classic steering wheel. Built like a tank. I’ll never forget it. I’d love to find one again.”
He paused. “I know it’s silly to be sentimental. But I think you understand. A great car makes you feel something.”
Ron leaned in. “Gary, it’s been a real pleasure talking with you. What if I make a few calls and see what I can find? Can you give me a few days?”
Gary left the showroom that day with a spring in his step. Ron got to work.
The Power of Mindful Listening in Business
Whether or not Ron found the exact Mustang doesn’t matter. What mattered is that he built a real relationship—and Gary told everyone in his car club about it.
Ron’s leads increased by 50%.
But even more importantly, he learned a powerful lesson:
Mindful listening builds trust.
Not sales tactics. Not flashy pitches.
Just presence, curiosity, and a willingness to put aside an agenda and get into someone else’s story.
Want to Build Trust That Lasts?
If you’re a founder, creative, or service provider who’s great at what you do—but struggle to connect with potential clients in a meaningful way—this is your edge.
I help entrepreneurs build authentic relationships that turn into lasting business. If that’s something you want more of, let’s talk.
Get the Book: “The Zen of Listening: Mindful Communication in the Age of Distraction” now in an audiobook. Send your queries to me at Rebecca@MindfulCommunication.com
Or learn more about CoreCoaching for entrepreneurs.
by rshafir | March 13, 2025 | Blog, Entrepreneurship
In the world of sales, success isn’t about talking the most—it’s about listening effectively. As an entrepreneur making sales calls, the way you balance talking and listening can make or break a
deal.
What is Your Talk-to-Listen Ratio?
A 2023 analysis of thousands of sales calls by Gong Labs revealed that top sales performers maintain a talk-to-listen ratio of 43:57, meaning they listen more than they talk. These top performers exceeded their sales quotas by an average of 120%,
focusing less on presenting technical features and more on understanding customer problems.
A ratio of talking 40% of the time and listen 60% allows them to uncover a prospect’s real needs and position their solution effectively.
So how can you achieve this balance in your sales calls? Let’s break it down step by step:
1. The Opening: Building Rapport (5 minutes) – Talk 30% | Listen 70%
Your first few minutes set the tone for the entire conversation. Instead of launching into a pitch, take the time to connect on a personal or professional level. People buy from those they trust,
and trust starts with good conversation.
Tips for a Strong Opening:
Start with a warm, friendly introduction.
Show that you’ve done your research: “I saw that your company recently launched a new service—how has the response been?”
Ask open-ended questions that encourage them to share about their business.
By focusing on them rather than yourself, you create engagement and show that you value their time and perspective.
2. Discovery & Understanding Pain Points (10–15 minutes) – Talk 20% | Listen 80%
This is where you do the heavy lifting—but not by talking too much! Your goal is to get the prospect to open up about their challenges so you can tailor your pitch to their real needs.
Powerful Discovery Questions:
“What’s your biggest challenge with [problem] right now?”
“How have you tried solving it so far?”
Listen mindfully Repeat back key points to confirm understanding: “So, if I understand correctly, your biggest concern is X, which is affecting Y. Is that right?” The more you listen, the more insight you’ll gain, allowing you to position your solution effectively.
3. Presenting Your Solution (5–10 minutes) – Talk 60% | Listen 40%
Once you’ve identified their pain points, now it’s time to introduce your offer. But instead of giving a one-size-fits-all pitch, focus on what specifically matters to them.
How to Present Your Offer Effectively:
Tie your solution directly to their pain points.
Use success stories: “A client in a similar situation saw X results after implementing this solution.”
Keep it brief and engaging—don’t overwhelm them with information.
Remember, this isn’t about dumping information; it’s about making your prospect see the
value in your solution.
4. Handling Objections (5 minutes) – Talk 20% | Listen 80%
Every sales call will have objections, but how you handle them makes all the difference. Instead of jumping into a defensive response, listen first. Ask follow-up questions to understand the real
concern before responding.
How to Handle Objections Effectively:
“Can you share more about what’s holding you back?”
“What’s the most important factor in making your decision?”
After responding, ask: “Does that address your concern?”
By taking the time to understand and address objections thoughtfully, you build trust and increase the likelihood of closing the deal.
5. Closing: Next Steps (5 minutes) – Talk 50% | Listen 50%
At this stage, you need to ensure clarity on next steps and secure a commitment.
How to Close Effectively:
Summarize their needs and how your solution helps.
Ask for agreement: “Does this sound like a good fit for you?”
Set a concrete next step: “Let’s schedule a follow-up to go over implementation details.”
A clear and confident close prevents deals from stalling and keeps momentum moving forward.
Final Thoughts: How to Master the 40/60 Ratio
Achieving the right talk-to-listen balance takes practice, but here are a few tips to help:
✅ Use Silence to Your Advantage – Give your prospect space to think and respond.
✅ Track Your Ratio – Use call recordings, Zoom analysis or tools like Gong.io to determine
your talk vs. listen time.
✅ Be Curious – Approach the call as a learning opportunity rather than just a sales pitch.
Check out these other resources:
By listening and talking in a mindful way, you create more meaningful conversations, build trust, and ultimately, close more deals. Next time you pick up the phone, remember: Talk less, listen more, and watch your sales grow.
Want to advance your listening skills beyond “active listening?” Mindful Listening is 2.0. Email Rebecca.
"It takes more than courage to be an Entrepreneur, it takes CORE."