Improving Effective Listening Skills - Why Listening is Hard, But Also, Why It's Effective in Selling is based on the rule of association. We like people who are empathetic, who listen well, and validate our opinion. That validation leads to a rise in your self-esteem which in turn makes you feel good about yourself. You then associate that good feeling with the person doing the listening which is why you'll tend to like that person. That's how listening works! In sales or selling, we want the client to know that we are listening attentively in order to gain their trust but moreso to let them know their opinion counts. Listening is about connecting with others whether it's in a sales scenario or a social setting. For more information on speaker and sales trainer Victor Antonio, go to: www.VictorAntonio.com