Active listening is a lot like driving: most of us believe we’re better at it than we really are.

Yet, in the high-stakes context of B2B sales, the ability to truly listen goes beyond skill—it's a critical tool for persuasion, trust-building, and uncovering opportunities.

But what does “active listening” really look like in practice, and how does it impact both the buyer and the seller on a neurological level? From exploring how listening styles stack up against scripted questions to uncovering the hidden dynamics between buyers and sellers, this session will challenge what you think you know about communication.

Specifically, you will learn:

• What types of listening create lasting motivation—or fatigue
• How active listening changes during an entire discovery call
• And whether a simple phrase at the end of a sales meeting can make or break a moment of connecting with the buyer

Overall, you will learn actionable strategies to make your sales calls more persuasive, memorable, and impactful using principles rooted in brain science.