Podcast Summary: "Why Active Listening is a Top Sales Skill"

Podcast: Outside Sales Talk
Host: Steve Benson
Guest: Roger Martin (Co-founder & CEO of Rockbox Fitness and Beam Light Sauna)
Date: June 6, 2024

Episode Overview

This episode explores why active listening is an essential, often overlooked sales skill, especially in outside sales roles. Steve Benson talks with Roger Martin, a veteran sales leader and business founder, about how active listening transforms sales conversations, drives better understanding of customer needs, and leads to more sustainable success. Roger shares tangible tactics, field-tested strategies, and actionable advice for honing this crucial sales skill.

Key Discussion Points & Insights

1. What is Active Listening in Sales?

• Active listening means being fully present and focused on the prospect — not preoccupied with your next pitch or response.
• It transforms a sales call from a scripted pitch into a dialogue rooted in curiosity and real problem-solving.
  • (01:23) “Active listening is being diligent and intentional in how you have that sales conversation. You ask a question and then, believe it or not, you just stop and listen...that’s hard work.”
    — Roger Martin

2. Doing Less Talking, More Listening

• The most successful sales professionals flip the dynamic so the prospect does 80% of the talking.
• “Say less and sell more”—asking probing questions and letting the client talk uncovers deeper needs and builds trust.
  • (29:13) “Everybody’s heard the 80/20 rule…you have two ears and one mouth, but most people don’t do that.”
    — Roger Martin

3. The Power of Pauses and Silence

• Mastering silence and strategic pacing compels the prospect to fill the space, encouraging more honest and revealing responses.
  • (04:30) “If I were to ask a question about Badger…I’d get a little quieter, a little slower…What are your plans for the next 3 years?…You’re going to hang on my every word...”
    — Roger Martin
• Use pauses and silence to show genuine care, not just to steer the conversation.

4. Tonality and Body Language

• How you say something often matters more than what you say.
• Vary your volume and tone for concern, excitement, or curiosity to guide the conversation and reflect genuine engagement.
• Nonverbal signals, like open palms, nodding, and putting your hand on your heart, show openness and empathy—even over the phone, gesturing energizes your voice.
  • (06:52) “I call it the puppy dog…If the listeners are…not watching on YouTube, I’ll turn my head, I tilt my head like a puppy dog because it shows people, like I’m really interested. I’m genuinely curious.”
    — Roger Martin
  • (09:42) “Even if you’re on the phone…use your hands…have your hands up and open…showing you’re open, you’re receiving. I put my hand on my heart—‘wow, that sounds like a tough year’…”
    — Roger Martin

5. Role Play and Practice

• Elite athletes, like Tom Brady, practice relentlessly—sales pros must do the same with role plays and honest self-evaluation.
  • (16:35) “Have a culture of role play. Record yourself. Nobody should use manipulation...Persuasion and influence is about helping them see what’s best for them.”
    — Roger Martin
• Use your phone to record calls, speeches, and even solo practice to identify where you can slow down, vary tone, and improve body language.

6. In-the-Moment Self-Check

• Focus intentionally on one skill at a time (e.g., tone, pacing, silence) in each conversation, just like working on one element of a golf swing.
• If you realize mid-call you missed something, own it:
  • (20:04) “I’m so sorry, I was in my own head…Can you please just run that back for me? Because this is really important to me…”
    — Roger Martin
• Use reflective questions like “Just so I’m understanding you, what I heard you say was…” to stay present and clarify.

7. Old School Note-taking vs. Technology

• Taking notes with pen and paper (vs. phone or laptop) signals genuine focus, builds rapport, and avoids the distraction or suspicion a screen can cause.
  • (25:39) “Never confuse efficient with effective…putting pen to paper—if you get a handwritten note in the mail from your salesperson…you’re going to send that guy some business…”
    — Roger Martin
• Follow up with handwritten notes for memorability.

8. Specific Active Listening Tactics

• Mirror and paraphrase: Repeat prospect’s last few words as a question (Chris Voss–style mirroring).
  • (31:10) “Just repeat back the last three words...raise your tonality…it keeps you present and gets them to go deeper.”
    — Roger Martin
• Frame the close as a review of mutual discoveries, then confirm with “fair enough?” to ease into decision-making.

9. Conversion and Objection-Handling

• Active listening in the discovery phase uncovers and resolves objections before the close.
  • (32:32) “The active listening is going to make the conversion…so much easier because they themselves have identified the issues…”
    — Roger Martin
• Use active listening to assemble their own words into the solution and the close nearly sells itself.

10. Attention Spans & Earning Attention

• Good salespeople don’t blame short attention spans but strive to deliver more value and engagement.
  • (00:00, 37:06) “The attention span is still there, you just gotta earn it.”
    — Roger Martin

Memorable Quotes

• On why active listening matters:

  “Active listening really makes sales so much more…The word sales equals help.”
  — Roger Martin [01:23]

• On tone & engagement:

  “If you want to really show concern…lower your voice, slow down…use a curious tone to pull more information out.”
  — Roger Martin [06:52–08:50]

• On in-person vs. phone sales:

  “Being phony shows up so much more in person than it does over the phone.”
  — Steve Benson [23:19]

• On making commitments to oneself:

  “Every time we make a promise to ourself and we do that, our self-confidence goes up. Don’t make big promises, stack small habits.”
  — Roger Martin [44:20]

Useful Tactics at a Glance

• Slow down and use silence: Slow pacing draws attention, signals sincerity. [04:30]
• Vary tonality: Use concern, curiosity, excitement, and volume to match and guide the prospect’s energy. [06:52]
• Gestures—even on phone: Body language impacts vocal tone and engagement, even when unseen. [09:42]
• Role play and record: Video and review calls or practice for honest self-evaluation. [17:35]
• Pen and paper for notes: Conveys focused attention and respect. [25:39]
• Repeat-back technique: Paraphrase or mirror to deepen dialogue. [31:10]
• “Fair enough?” at the close: Smooth and disarming way to confirm agreement. [35:54]
• Stack small improvement habits: Practice and build on one thing at a time. [41:39]

Quickfire Q&A (Sales in 60 Seconds)

• Top tip for active listening virtually:

  “Record yourself…and listen back.” [38:52]

• Biggest mistakes when practicing active listening:

  “Practice doesn’t make perfect. Perfect practice makes perfect…Role play until you can’t get it wrong.” [39:21]

• Checking for comprehension:

  “Always go back and ask the customer: ‘Did I miss anything? Does this make sense?’” [40:33]

• Top wellness tip:

  “If you want to make changes, make small promises to yourself and keep them…Don’t make lots of changes at once.” [41:39]

Timestamps for Key Segments

• 01:23 – What active listening looks and sounds like in sales
• 04:30 – Using silence and pauses tactically
• 06:52 – The power of tonality and “puppy dog” curiosity
• 09:42 – Body language and openness in communication
• 16:35 – The role of practice (role playing, recording)
• 20:04 – Real-time corrections and reflective listening
• 25:39 – Effectiveness of pen-and-paper note-taking
• 29:13 – “Say less and sell more”
• 31:10 – Mirroring technique for active listening
• 32:32 – Converting prospects using active listening
• 35:54 – Objections naturally resolved through discovery
• 37:06 – On attention spans and earning engagement
• 38:52 – Sales in 60 Seconds Q&A
• 41:39 – Wellness, habits, and micro-promises

Final Thoughts

This episode delivers a masterclass on active listening as a modern sales superpower—with practical advice for making every conversation more genuine, collaborative, and effective. Roger’s actionable tips around role play, tonality, nonverbal cues, and mindful self-improvement can elevate any salesperson’s results.

Connect with Roger:

• LinkedIn: Roger Martin
• Social: @RealRogerMartin
• Book: An Insider's Guide to Business Secrets from an Entrepreneur's Playbook (Available on Amazon)

Host: Steve Benson, Badger Maps