Home / Listening to Understand in Sales Listening to Understand in Sales Technology often takes center stage in today’s world, and it’s important to remember the human connection in sales. We need to find a balance between providing information and understanding our customers’ needs because knowing is better than telling. By listening to our customers and truly understanding their needs, we can provide better solutions and build stronger relationships. In this episode, John Crowder emphasizes the concept of listening to understand in sales, building trust with customers, adopting a problem-solving mindset, and empowering sales professionals to take ownership of their interactions with clients. John points out that to have better outcomes in sales, sales professionals must take the time to truly understand their customers’ needs and concerns so they can offer more tailored solutions to them. By actively listening, asking the right questions, and building trust, sales professionals can better meet their customers’ needs and achieve success in their sales endeavors. Listen Now Amazon iHeartRadio GoodPods More Options Your Host Will Milano Chief Marketing Officer, Integrity Solutions In this Mental Selling episode, you’ll learn: The importance of active listening in understanding customer needs and concerns to provide tailored solutions. How adopting a problem-solving mindset enables sales professionals to identify and understand the specific pain points or challenges faced by their customers. The need for balancing technology and human interaction in helping sales professionals leverage data insights while maintaining authenticity, empathy, and rapport with customers. What to listen for: [00:00] Introducing Mental Selling [01:56] Moving Beyond the Tell-Sell Paradigm [06:36] Value Trumps Access [09:15] Listening To Understand [13:44] The Neuroscience of Selling [21:17] Mitigating Risk and Fear in Sales [24:11] The Art of Consultative Selling [28:05] Shifting Accountability Additional Resources From This Episode: Follow John on LinkedIn Turning Clinical Teams Into Sales Juggernauts (by John Crowder) Raise your Mental Selling acumen with us by following us on Apple Podcasts, Spotify, iHeartRadio, SoundCloud, Amazon, GoodPods or wherever you get your podcasts. Please rate our show or leave a review— we value YOUR feedback! Salesforce, Cognism, FeedSpot and others have all named us as one of the best sales podcasts for your playlist. And Training Industry, Inc. includes us on their Ultimate L&D Podcast Guide. Share This Post: Related Episodes Mastering Sales Leadership and Revenue Strategy with Lindsay Rios Guest: Lindsay Rios In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 130 March 12, 2026 35:36 The Mindset Behind Modern Revenue Leadership with Mike Head Guest: Mike Head In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 129 February 27, 2026 25:40 Why Does Integrity in Sales Matter More Than Ever in 2026? With Brian Snader Guest: Brian Snader In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 128 February 12, 2026 9:27 Niche Down for Stronger Go to Market Focus with Cate Hollowitsch Guest: Cate Hollowitsch In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 127 January 30, 2026 32:11