Master Active Listening in Sales With the “Yes… And” Method

Active listening in sales doesn’t mean staying quiet while your prospect talks.

It’s about validating their perspective while strategically guiding the conversation toward your solution.

Most salespeople make a critical mistake during discovery meetings. The prospect shares their research, insights, or perspectives—some accurate, some not—and the salesperson immediately jumps in to correct them.

“Well, not really…”

“That wouldn’t really be true…”

“Something else to consider…”

Every one of these responses triggers resistance. You’ve just told your prospect they’re wrong, which shuts down the conversation and damages trust.

There’s a better way.

Why “Yes… And” Transforms Active Listening in Sales Conversations

The phrase “Yes… and” changes everything. Instead of contradicting your prospect, you validate their input and build on it.

When your prospect shares something during your discovery meeting (even if it’s not entirely accurate) respond with “Yes… and” before highlighting the value, benefits, or uniqueness of your product or service.

This works because you’re acknowledging their research and perspective without surrendering control of the conversation. You’re creating agreement instead of conflict. And you’re positioning yourself as a collaborative partner, not a combative vendor.

How to Apply Active Listening With “Yes… And” in Real Conversations

Let’s say a prospect tells you, “I’ve read that your competitors offer better pricing.”

The wrong response: “Actually, that’s not accurate when you consider the total cost of ownership.”

The “Yes… and” response: “Yes, pricing is definitely an important factor, and what sets us apart is the ROI our clients see within the first 90 days, which typically offsets any initial investment.”

See the difference?

You didn’t argue. You didn’t make them wrong. You validated their concern and redirected the conversation toward your value proposition.

This approach works because it mirrors strong relationship-building strategies that prioritize trust over being right.

Common Traps That Undermine Active Listening During Discovery

Even experienced salespeople fall into these patterns:

• The correction reflex: Jumping in to fix every inaccuracy instead of letting the prospect feel heard first.
• The information dump: Using “Yes… and” as a springboard to overwhelm the prospect with features instead of focusing on their specific needs.
• The fake agreement: Saying “Yes” without genuinely acknowledging what the prospect shared before pivoting to your pitch.

Avoid these mistakes by staying focused on the prospect’s perspective. Your goal isn’t to prove them wrong. It’s to guide them toward the right solution while maintaining control of the sales conversation.

Try This During Your Next Discovery Meeting

Before your next prospect conversation, write down three common objections or misconceptions you hear regularly. For each one, create a “Yes… and” response that validates the concern while positioning your unique value.

Practice them out loud. You’ll be surprised how natural they start to feel.

The bottom line is that active listening in sales requires discipline. It’s not passive. It’s strategic. You’re building trust while steering the conversation exactly where it needs to go.

So don’t forget that “Yes… and” phrase during your prospect conversations. It’s one of the simplest techniques that delivers immediate results, as long as you’re willing to use it consistently.

© Shawn Casemore 2025. All Rights Reserved.