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n this episode, Jim and Jason explore the subtle, yet powerful skill of active listening in sales—and how it distinguishes top performers from average ones. Together, they reflect on the idea that credibility isn’t about what you know—it’s about what you notice. In a world where salespeople often feel the pressure to present, educate, or impress, this episode challenges that urge by highlighting the importance of slowing down, asking better questions, and helping your buyers feel seen.

Jason shares his thoughts on how practicing a consistent process allows for deeper focus on the person across the table, not just the sales tactic. Jim brings up two key Sandler rules:

• “You gain more credibility by the questions you ask than by the information you give,” and
• “Sell today, educate tomorrow.”

If you're doing most of the talking, you may be alienating buyers without realizing it. The duo urges listeners to consider: Are you truly present in your conversations? Or are you stuck in the cycle of over-explaining and under-connecting?

Whether you're trying to improve a sales call or build stronger client relationships, this episode reminds us that being curious and listening well is more persuasive than being the smartest person in the room.

🏆 About Crossroads Business Development:

At Crossroads Business Development we are the recipients of the David H. Sandler award for 2021, the highest mark of achievement that the network passes out. We pride ourselves with our dedicated service to the success of our clients and our top-of-the-line training that keeps our clients engaged and coming back for more.

Jim is a dynamic and engaging conference presenter and national speaker, renowned for his impactful presentations at a wide array of sales and industry events. With an impressive twenty-five-year track record in entrepreneurial small business creation, sales, and company management, he brings a wealth of real-world experience. Additionally, Jim has spent two decades honing his expertise through Sandler Sales & Management Training, equipping him with the tools to drive success in any organization. His keen insights and ability to identify and address roadblocks are instrumental in fostering growth and transformation for individuals and companies.
📧 Reach out to Jim at: [email protected]
Jason helps individuals and organizations turn goals into daily behaviors that drive measurable growth. Known for his structured, analytical approach, he equips clients with practical systems that turn complexity into clarity, and ideas into action. Whether he’s coaching a leader through change or building a sales process that sticks, Jason focuses on alignment, execution, and long-term success. Clients rely on him to uncover what’s really getting in the way, and to create frameworks that spark momentum—not just motivation. With a coaching style rooted in curiosity and accountability, Jason delivers tools that help people think clearly, act intentionally, and lead with purpose.
📧 Reach out to Jason at: [email protected]