"The Power of Listening in Sales" with Expert Neil Rogers
Hello everyone! Today we are excited to share an enlightening conversation with Neil Rogers. Neil has over 37 years of experience in marketing and sales, blending old-school relationship-building with modern strategies. As Owner and VP of Marketing & Sales at Rogers Marketing for nearly three decades, he generated millions in revenue through results-driven campaigns. An author, speaker, and coach, Neil draws on lessons from his early career and even his 10 years as a bartender, captured in his book "Bar Tips: Everything I Needed to Know in Sales I Learned Behind the Bar". Today, he consults, trains, and inspires professionals to boost productivity, embrace active listening, and build deeper connections that drive lasting success.
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1. From Bartender to Coach: “It All Starts with How You Greet People”
Neil’s early days as a bartender turned out to be the perfect training ground for sales. “When someone walks into a bar,” he says, “they want to be greeted — warmly and personally. If they’ve been there before and you remember their name, even better.” It’s the same in business: first impressions matter. “You never get a second shot at a first one,” Neil reminds us. Whether you’re serving a drink or selling a service, the real connection starts with making the other person feel seen.
2. The Secret Ingredient: Active Listening
According to Neil, one of the most undervalued sales skills is listening.
He warns against the “one-better” syndrome — when someone interrupts your story just to top it with their own. “Don’t talk over people. Don’t interrupt. And don’t ‘one-better’ them. Ask a question and let them talk.”
For Neil, listening is not passive. It’s about paying attention, remembering details, and using those details to build genuine rapport — whether through small memory hacks like note-taking or simply recalling a person’s name.
As Dale Carnegie once said: “The sweetest sound in any language is the sound of one’s own name.”
3. Relationship Building in the Digital Age
When asked about how younger generations — raised on text and social media — can build relationships, Neil is understanding but firm:
“You can’t hide behind digital forever. If you want to be in the people business, you have to talk to people.”
His advice for introverts or those hesitant to start conversations? Start small.
“Say hello to everyone when you walk your dog. Greet people in the park. It’s not about selling — it’s about practicing connection.”
In today’s remote-work culture, where spontaneous human contact is rarer than ever, these micro-interactions are more important than they seem. “People are people,” Neil says. “And the markers for longevity in our lives are the breadth and depth of our social interactions.”
4. The Golden Rule: Being Right Is Overrated
Neil ends the episode with a story — and a quote that every professional should take to heart: “Being right is overrated.”
He illustrates it with a bar story: a customer complained that her martini wasn’t “dry enough.” Instead of arguing, the bartender remade the drink — exactly the same way — and she was perfectly satisfied.
“The lesson,” Neil says, “is to take the high road. Solve the problem. Don’t insist on being right. You retain the customer — and your dignity.”
5. Final Takeaway
At SalesPro4U, we couldn’t agree more. Whether you’re a young professional just starting out or a senior expert leading global teams, empathy and listening are what truly set you apart.
The “drop world” of sales has changed — but authentic human connection never goes out of style.
“Say less. Listen more. Build real relationships. That’s where success begins.”
Do you need support from an expert like Neil Rogers? Or, are you looking to join the expert community at SalesPro4U? Feel free to reach out at expert@salespro4u.com.
Stay tuned for more enlightening episodes of “The Expert Talk”.
Until then, take care!
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