– W. Clement Stone
Stone’s quote speaks to the ability of the salesperson to overcome objection. The most important component of making a sale is realizing the common ground between buyer and seller. Sometimes, a product is not a good fit for a customer. But, when a salesperson listens to the needs of the buyer, the salesperson is in a position of power, helping align the product or service’s benefits towards the buyer’s needs, leading to a sale. Listening to the buyer is one of the most important parts of B2B commerce.