The Art of Sales with Art Sobczak — Episode 324 "Why Most Salespeople Hear But Don't Listen—and the 2-Second Fix" Date: November 24, 2025
Host: Art Sobczak

Episode Overview

In this episode, Art Sobczak tackles a common sales stumbling block: most salespeople hear prospects but don't truly listen. He shares why this undermines deals, explains the difference between hearing and listening, and introduces his actionable "2 P's" framework—Purpose and Pause—with the promise of a two-second fix anyone can apply right away. Art's approachable, honest tone and real-world sales experience make this episode both practical and relatable for sales professionals seeking to up their game through deeper conversational skills.

Key Discussion Points & Insights

The Problem: Salespeople Aren't Really Listening

• Art begins by challenging listeners to recall the exact words used by their last prospect describing their biggest problem.

  • Insight: Most can't, because they're not truly paying attention—they're "waiting to talk and thinking about what you're going to say next."
    (01:08)

• He highlights the costs: missing buying signals, emotional cues, and the real problems behind surface statements.

  • "You miss the things they almost said but didn't. You miss the real problem, hiding behind the surface problem." (02:01)

• Research shows people recall only 25–50% of what they've heard, which Art believes is often an overestimate.
  (02:28)

Self-Diagnosis: Are You a Poor Listener?

• Art encourages self-honesty and suggests that you "ask your spouse or your closest friend" for a real assessment.
  (03:26)
• Forgetting what was discussed or asking questions that were already answered signals a listening problem, not a strategy issue.

The Fix: The "Two P's" Framework — Purpose & Pause

1. Purpose

• Before every call, define your listening purpose:
  "Write down or think one sentence. My listening purpose is to find out ____."
  (04:04)
  • For example:
    • First meeting: "What's making them consider change right now?"
    • Demo call: "Which specific results of my offer solve their most painful problem?"
    • Closing call: "What final concern is holding them back?"
      (04:39)
• Why it works:
  "Your brain is a heat seeking missile, but it needs a target. If you don't give it one, it defaults to thinking about who. That's right, you."
  (05:26)
• Most salespeople focus on what to say, but you should focus on what you need to hear.
  • "Write down what you need to hear." (06:00)

2. Pause

• Use a "two-second pause" in two crucial places:
  (06:36)
  1. After you ask a question:
     • "Ask your question. Then shut up. Count in your head 1000, 2000. Don't fill the silence... Just wait." (06:49)
  2. After they answer:
     • "They finish their answer. Then you pause for two seconds. Here's what happens in that pause. They keep talking. And what they say after the pause, that's where the gold is." (07:29)

Real-World Examples

• CFO Example
  • Art asks about her vendor. She initially says, "We're all set," but after a pause adds, "Actually their service has been slipping... and it's starting to cause issues with our month end close."
    (08:22)
• VP Example
  • Art asks what success looks like. The VP says, "Increase efficiency and reduce costs." After a pause, the VP continues, "Honestly, if this doesn't work, I'm probably looking for a new job."
    (09:06)
• Insight:
  • "The first answer is what they're supposed to say. The second answer... is what they actually mean." (09:50)

Practice and Habit Building

• "The issue is not knowledge, it's muscle memory." (10:14)

• Assignment for Listeners:

  • "Pick one call today or tomorrow. Just one. Before the call, write your listening purpose. One sentence. During the call, use the two second pause twice. Once after a question, once after the answer. That's it." (10:45)

• Broader Application:

  • Art suggests using this with family and friends for surprising results.

Support & Tools

• Art plugs his new Smart Calling Sales and Prospecting Coaching & Training App, featuring daily listening drills and reminders to reinforce the lesson. (12:22)

Notable Quotes & Memorable Moments

• On the true cost of not listening:

  • "Your prospects can feel when you're not present. And it's costing you deals." (01:22)

• On listening purpose:

  • "When you write your listening purpose down, you're programming your brain to hunt for specific information. You become an active listener instead of a passive one." (05:33)

• On the power of silence:

  • "Silence is powerful. It lets them think. And most salespeople are terrified of it. So they talk right over it." (07:04)

• On the value after the pause:

  • "What they say after the pause, that's where the gold is." (07:38)

• On making this a habit:

  • "You need to practice this until it becomes automatic. Until you don't have to think about it anymore." (10:21)

Important Timestamps

• 00:24: Introduction to the episode's core challenge: most salespeople don't really listen.
• 02:00: Art explains how poor listening kills deals.
• 04:00: Introduction of the "Two P's" framework (Purpose and Pause).
• 06:36: Explanation and breakdown of the two-second pause.
• 08:22: CFO and VP examples demonstrating the effectiveness of silence.
• 10:14: Building listening into muscle memory and issuing a practical assignment.
• 13:56: Recap and call to action.

Featured Quote of the Day

• Stephen Covey:
  • "Most people do not listen with the intent to understand. They listen with the intent to reply." (14:25)
  • Art adds: "Except for you after today, right?"

Episode Takeaway

Follow the Two P's—define your Purpose before each call and employ a two-second Pause both after asking and after hearing answers. This simple method opens deeper, more profitable conversations and allows you to uncover the real—and often unspoken—needs of your prospects. Make it a habit, and you'll not only close more deals but build better relationships, both at work and at home.