Your #1 source for auto industry news and content

Using conscious listening to aid salespeople in improving customer satisfaction — Julian Treasure

In today’s noisy, fast-paced, and competitive business landscape, effective listening and speaking are skills you should master. It ultimately impacts your bottom line. On today’s Inside Automotive, we’re pleased to welcome 5-time TED and International Keynote Speaker, Entrepreneur, and Author of Sound Business and How to be Heard Julian Treasure. Julian joins us to share his insights into conscious listening and powerful speaking. 

Treasure asserts to viewers that the first step business leaders must master to achieve conscious listening is differentiating between listening and hearing. Hearing is the capability while listening is a skill that requires work. Listening is a mental process that involves selecting things to pay attention to and making them meaningful. For example, “If you consciously pay attention to what you’re doing all the time, it will tremendously improve your relationships and communication performance.”

Enhanced Sales Opportunities

According to Treasure, “We live in a complex world where things are always happening, and we are constantly distracted by hand-held computers.” It’s important to note that several companies spend billions on tools that grab our attention. When leading a business, listening is essential. Leaders must listen to the people they work with to understand them better, and they need to attend all the way around. “Listening is a fundamental way of protecting yourself and your business,” asserts Treasure.  

Most salespeople would agree that listening to understand the consumer’s needs is the most important part of their sales conversation. And then, you can meet, match, or exceed their expectations. However, partial listening factors impact the value of any conversation. For example, Treasure claims there are distractions like technology and speech writing that he defines as inconvenient noise occurring in front of you [someone speaking] while you are trying to compose your next greatest monologue. 


Effective communication is essential since it indicates that you are aware of your delivery when speaking. This includes your speech rate, tone, and pitch, as well as your level of elation and goals. It’s also important to consider your intentions for conversing with other individuals. To illustrate, in business meetings, set a timeframe and agenda before the session starts to avoid unnecessary sidebar conversations. Treasure reiterates that when controlling the exchange of a forum, make it a contract to bond. This will keep everyone aligned to the common goal while enhancing the participants’ listening. 

Stay up to date on exclusive content from CBT News by following us on Facebook, Twitter, Instagram and LinkedIn.

Don’t miss out! Subscribe to our free newsletter to receive all the latest news, insight and trends impacting the automotive industry.

CBT News is part of the JBF Business Media family.
Jaelyn Campbell
Jaelyn Campbell
Jaelyn Campbell is a staff writer/reporter for CBT News. She is a recent honors cum laude graduate with a BFA in Mass Media from Valdosta State University. Jaelyn is an enthusiastic creator with more than four years of experience in corporate communications, editing, broadcasting, and writing. Her articles in The Spectator, her hometown newspaper, changed how people perceive virtual reality. She connects her readers to the facts while providing them a voice to understand the challenges of being an entrepreneur in the digital world.

Related Articles

Latest Articles

From our Publishing Partners