Salespeople are trained to communicate their marketing messages, their value, their deliverables, etc. And it’s essential that prospects listen. But in this ADD society, where people are barraged by distractions at all hours of the day, getting our messages heard can be challenging. To get people to listen, we must first get them to care. So how do we do that?

The answer is to listen first. If we let others go first in describing what they do and what is important to them, we have a much better chance of engaging them when it’s our turn to talk. It may seem a bit counterintuitive to listen first and speak later—especially if our objective is to be heard. But listening to others is a prerequisite for showing that we care. And when we care about others, they care in return.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.