Fail To Listen

Salespeople fail to listen carefully to their customer because:
- They take their own perceptions of reality as the key to the sale.
- They assume their perception of reality is the same as that of their customer.
- They recognize the customer's perception of reality and conclude the customer's preception of reality is irrelevant or wrong.

Your perception of reality and their perception of reality can be different because:
- You did not grow up in their culture.
- You do not speak their language.
- You do not live in their business environment.
- You do not understand their reality.