In retail home furnishings, many salespeople believe the key to closing more sales is knowing every detail about every product on the floor.
Product knowledge matters — but it isn’t your greatest closing tool.
Your listening skills are.
The best sales professionals understand a simple truth: customers will tell you everything you need to know if you give them the space to do so. Yet on sales floors everywhere, conversations are dominated by talking instead of listening.
There’s a reason we were born with two ears and one mouth — we’re meant to listen twice as much as we speak.
When you truly listen, customers will reveal:
- What they want
- Why do they want it
- What additional items or services do they need
- Exactly how to complete the sale
Sometimes the message is obvious. Other times, it’s subtle.
The problem? Too many salespeople are busy:
- Planning their next pitch
- Thinking about the next product to show
- Talking instead of listening
When that happens, opportunities don’t just slow down — they walk right out the door.
The problem arises when salespeople are too busy talking — or planning what they’ll say or show next — that they completely miss what the customer is actually telling them. When that happens, opportunities don’t just slow down — they walk right out the door.
A Simple Example of Missed Opportunity
I was once shopping for a computer for my youngest son to take with him to college.
A salesperson approached and asked, “Can I help you?”
I replied, “Absolutely. My son is going away to school, and he needs a computer.”
His next question?
“What kind of computer?”
In that moment, I knew he hadn’t really heard me. He caught the word computer — but he missed the story, the emotion, and the chance to connect.
A listening professional might have said:
- “That’s exciting — what school is he going to?”
- “Is this his first time away from home?”
- “What will he be using the computer for most?”
Any of these responses would have immediately separated him from the average salesperson. I would have seen him as someone genuinely interested in me — not just in selling a product.
What This Looks Like on the Furniture Sales Floor
Now let’s bring this home — literally.
A customer says:
“We just bought our first home.”
An average response:
“What style are you looking for?”
A listening response:
“That’s exciting — tell me about the space.”
That one sentence changes everything.
You’re no longer selling furniture.
You’re helping build a home.
Try This Today: Turn Listening into Action
The next time you’re on the sales floor, challenge yourself to apply these five listening habits with every customer.
Pause Before You Respond
When a customer finishes speaking, pause for two seconds before you talk. That brief silence shows respect and often encourages the customer to share more.
Respond to the Story, Not the Product
Instead of jumping to a product question, respond to what they shared.
Customer: “We’re finally replacing our old sofa.”
Listening response: “What made you decide now was the right time?”
Ask One Open-Ended Follow-Up
After every customer statement, ask one open-ended question that starts with what, how, or tell me about. These questions uncover needs customers may not even realize they’re sharing.
Reflect What You Hear
Repeat part of what the customer says before moving forward.
“So comfort is more important than style — did I hear that right?”
This confirms understanding and builds trust instantly.
Let the Customer Do Most of the Talking
If you’re talking more about the customer than about the product, you’re missing information. The more they speak, the easier it becomes to guide them toward the right solution.
Listening Builds Trust — and Trust Builds Sales
Customers don’t just buy products.
They buy:
- Confidence
- Experiences
- Relationships
And every one of those begins with listening.
When customers feel heard, they relax.
When they relax, they open up.
When they open up, they tell you exactly how to make the sale.
Respect builds trust.
Trust builds repeat business.
The next time a customer speaks, don’t just wait for your turn to talk. Hear the words. Hear the meaning. Hear the opportunity.
LISTEN — and watch your results improve.
