Listening has a branding problem

In partnership with

Here's the problem: Listening has a conversion issue.

69% of buyers say they want salespeople to "Listen to my needs" — yet most companies teach listening as a soft skill instead of a revenue driver.

After speaking with Avi Segal (CEO, entrepreneur, founding member of the Global Listening Movement), the issue became crystal clear: Listening is taught backwards.

The Data That Changes Everything

Sales reps with the optimal 43% talking to 57% listening ratio significantly outperform those who talk more than 65% of the time. The difference? Measurable conversion rates.

But here's what nobody talks about: Active listening isn't just about being nice. Companies with empathetic workplaces see 76% higher customer loyalty and improved conversion rates. ROI studies on emotional intelligence training (which includes listening skills) show returns as high as 1,500%.

The Real Problem

The problem with Listening as a skill is that it's taught unintentionally.

Instead of:

• "Learn Active Listening Techniques"

• "Communication Skills Workshop"

• "Empathy Training"

Smart speakers reframe it as:

• Top Hostage Chris Voss Negotiator Reveals to How to Win any Negotiation
  (Secret: Tactical Empathy) → Cool branding, huh?

• Relationship Expert Esther Perel's Method for Higher Relationship Success
  (Secret: Be an Empathetic Witness) → Also cool, yeah.

Bottom Line

Pick any business outcome you want — sales conversion, better sex, longer life, happier relationships, client retention, team productivity, innovation rates. Listening skills directly impact all of them, but only when positioned around the measurable result, not the process.

Need help identifying which high-ROI outcome to lead with in your skills marketing? Reply to this email and I'll help you pick your lane and identify your metrics.

And now - a word from our sponsors - check them out!

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Sources

1. Gong Labs. "The Highest Converting Talk-to-Listen Ratio in Sales, Based on 25,537 Sales Calls." Gong.io, April 2025.

2. Yesware. "How to Use Active Listening Skills in Sales to Win More Deals." January 2024.

3. 200+ Sales Statistics You Need to Know in 2025. Zety, December 2024.

4. "The ROI of Emotional Intelligence Training: Quantifying Leadership Development Benefits." Upskill to Own, February 2025.

5. Ernst & Young. "New EY US Consulting study: employees overwhelmingly expect empathy in the workplace." March 2024.

6. Breadcrumbs.io. "Active Listening in Sales: How Listening More Can Close Bigger Deals." November 2024.