So when I started my sales career I was working on B2C campaigns, hard selling, selling home insurance before progressing on to selling car insurance. Given the nature of what I was doing listening to the client was a big no no. I had it drummed in to me about getting 3 no's from a prospect before actually giving up and to try and push them into buying the product, regardless of absolutely any factor that might stand in the way. For me it was torture, spending my days trying to literally force people into something they actually didn't want and all I could think was that I had become one of those people that 99% of the population really hate :(
I made a decision, something needed to change, I knew I could sell, so I stuck with what I was good at but I dipped my toes in to the big B2B pond....
Having now had years of B2B sales experience I honestly can't stress how important it is to change your style of selling, if you don't listen then start listening! Yes, you still need to sell your product but you need to listen to your prospect first, find out their pain, figure out what they need and how you can resolve their problems, once you have done that from there the sale comes naturally. You're never going to win everybody over but I am a firm believer in that people buy people. If a prospect likes you then they are much more likely to open up and tell you everything you need to know without you forcing your product on them. People think business owners are scary, big tough cookies but they are also passionate about their business and I have had some amazing conversations with people that I never dreamt I would speak to. It is all a learning curve, but try and listen, it will feel awkward at first but you will be surprised at the difference. Remember we have 2 ears and 1 mouth for a reason :)
All you have to do is stop talking and let the customer talk. Let them tell you their story, what they want, what they need and how they would like the sales process to go. Often they will tell you everything you need to know to win that sale, but if you don't let them tell you, you may never know! So stop talking, let your customers do the talking and make sure you deliver on what you say you will!