The Story: A Missed Opportunity on a Sales Call
Let me share a story about my friend Bradley and his recent experience with a cable TV provider. Bradley wanted to discuss his monthly rate. Unfortunately, his conversation with the salesperson—let’s call him Quimby—went downhill fast.
Instead of engaging in a dialogue, Quimby launched straight into a one-sided sales pitch. He didn’t ask Bradley any questions or take the time to understand his concerns. Every time Bradley tried to explain his situation, Quimby interrupted and talked over him.
I asked Bradley, “What happened in the end?” His response was simple: “I fired them!”
Why Active Listening Matters in Sales
This situation was entirely avoidable. If Quimby had practiced active listening and a customer-first approach, he could have retained Bradley’s business. Here’s how:
7 Steps to Retain Customers with Active Listening
Acknowledge the Customer: Start by thanking Bradley for being a valued customer. This sets a positive tone.
Ask a Simple Question: “How can I help you today?” Bradley would have easily shared his concern about his monthly rate.
Understand the Why: Ask a follow-up question to clarify the reason for his request.
Validate the Customer’s Concern: Repeat his request to confirm you understand, showing you’re truly listening.
Offer a Solution: Let Bradley know you’re happy to help.
Upsell Strategically: Ask if there are any additions or changes he’d like to make to his current package.
Close the Loop: Present the revised rate with a simple, “Here’s your new monthly rate. How does that work for you?”
What Quimby Could Have Gained by Listening
Had Quimby followed these steps, the outcome would have been drastically different. Instead of frustrating Bradley and losing the account, Quimby could have retained the customer and even upsold additional services.
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The Takeaway: Listen to Win
Sales isn’t about talking at your customer—it’s about listening to them. When you stop making assumptions and start asking the right questions, you not only retain your customers, but you also create opportunities to grow the relationship.
So, are you going to talk over your customers, or listen to them? The choice is yours, and it makes all the difference.
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Want Your Sales Team to Create Wins from Setbacks?
Hey, this is Phil. If your sales team is pushing too hard and losing deals, it’s time to shift the strategy. My workshops teach proven techniques to uncover what prospects actually want, so your team can close deals without overwhelming or overselling. The result? More trust, higher engagement, and better conversion rates. Whether in-person or virtual, these sessions are tailored to fit your needs. Ready to transform your sales game? Email me directly at Phil@BeenThereCS.com, and let’s get started!
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Ready to take your sales to the next level? Let’s get started.
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ABOUT PHIL WHITEBLOOM 
With over 40 years of experience in sales leadership, Phil Whitebloom has led teams to generate billions in revenue, partnering with organizations ranging from Fortune 500 companies to government agencies, educational institutions, and more. His expertise in building diverse, high-performing teams has not only delivered exceptional results but also earned him recognition and numerous accolades in the industry.
Send Phil an email Phil@BeenThereCS.com and let him know what sales topics you would like him to write about. How can he help you?
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The BeenThere/SoldThat Podcast
Join Brianna Hendley of Achievant Business Coaching and Phil Whitebloom as they discuss practical strategies to enhance your sales and business skills. Get ready to achieve your goals and dreams! Listen here.
More from BeenThere SoldThat
Want to know what programs you can participate in to grow your sales and business? Go to BeenThereSoldThat.com and see what programs are available.
Achievant Business Coaching, Your GPS to Success
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You Must Write a Book
Many of you have shared that you’re thinking about writing a book, or you’re already in the process. My question to you is, “What do you want your book to achieve? How will you measure its success?” These are crucial questions, and if you’re serious about your book’s impact, you need guidance from someone who has mastered the process.
That expert is Honorée Corder—a highly accomplished author, entrepreneur, and coach. Honorée’s insights have been invaluable in my own journey, and I can confidently say, I wouldn’t have succeeded without her books and courses. They provide the foundation you need to write and launch a successful book.
Ready to get started? The first step is purchasing her series of books, and when you’re ready, dive into her courses. I did, and it made all the difference. Here are the links to get you started.
BeenThere Consulting Services, LLC
At BeenThere Consulting Services, we believe that coaching is much more than training—it’s about creating real-time solutions for your business. We work directly with your specific sales challenges, addressing what impacts your business right now, while developing the strategies and skills that will fuel your success in the future. Our promise: after each session, you’ll walk away with actionable takeaways that will increase your sales and enhance your business overall.
We understand that no one-size-fits-all program works for every business, which is why we offer a variety of coaching options tailored to meet your unique needs:
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How to contact us
Curious about which program is right for you or someone you know? Contact us here to learn more and discover the perfect fit for your sales growth journey.
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