I have the best mom on the planet.

One of my favorite memories as a kid was sitting on the steps that led from the kitchen to the den, talking to my mom while she did the dishes.

I’d sit there and ramble on about anything and everything—school, baseball, magic, whatever was rattling around in my little head.

And she just… listened.

Not the distracted, uh-huh kind of listening.

She really listened.

She asked thoughtful questions.

She let me finish.

She made me feel heard.

I didn’t know it at the time, but she was modeling one of the most powerful principles of communication and—yes—sales:

“Seek first to understand, then to be understood.”

— Stephen Covey

In a sales conversation, most people are so focused on what they’re going to say next that they miss what the prospect is actually saying.

And that’s a mistake.

Because when a potential client feels like you truly “get” them, when they feel seen, heard, and understood, they lean in. They trust you. And they’re far more likely to say yes.

So on this Mother’s Day, here’s your Sunday tip:

The best closers aren’t the best talkers. They’re the best listeners.

Happy Mother’s Day to all the incredible moms out there.

Kick butt, make mucho DEEnero!

Dave “Step-Sitting Sales Student” Dee