{
  "title": "Sales: listening, a measured lever rather than a slogan",
  "url": "https://www.shr.swiss/blog/vente-ecoute-active-confiance-recherche-en",
  "language": "en",
  "datePublished": "2026-10-10",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Active listening is a commonplace of sales training. Studies nonetheless link it to trust and outcomes, under precise conditions.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Lugano",
    "region": "Tessin",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "Listening as measurable behaviour",
      "point": "Rosemary Ramsey and Ravipreet Sohi (1997, Journal of the Academy of Marketing Science) built a scale of customer-perceived listening: hearing, interpreting, responding."
    },
    {
      "heading": "The role of trust",
      "point": "Patricia Doney and Joseph Cannon (1997, Journal of Marketing) show that trust in the salesperson and their firm shapes industrial buying decisions, beyond the offer's features."
    },
    {
      "heading": "The limits",
      "point": "These studies are cross-sectional and self-reported: they establish associations, not causal order."
    },
    {
      "heading": "What follows for sales practice",
      "point": "Training to “listen better” stays vague."
    },
    {
      "heading": "A practical implication, verifiable in Lugano",
      "point": "After each meeting, note in two lines what the customer said about their constraints, before what you proposed."
    }
  ],
  "sources": [
    {
      "authors": "Sohi",
      "year": "1997",
      "source": "Journal of the Academy of Marketing Science"
    },
    {
      "authors": "Cannon",
      "year": "1997",
      "source": "Journal of Marketing"
    }
  ],
  "wordCount": 216,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Lugano-vente-ecoute-active-confiance-recherche-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-ecoute-active-confiance-recherche",
    "en": "https://www.shr.swiss/blog/vente-ecoute-active-confiance-recherche-en",
    "de": "https://www.shr.swiss/blog/vente-ecoute-active-confiance-recherche-de",
    "it": "https://www.shr.swiss/blog/vente-ecoute-active-confiance-recherche-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation-vente-forte-valeur-lugano",
    "city": "https://www.shr.swiss/formations-ville/lugano",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}