“When are you going to stop for breath?”

One of the most embarrassing but defining moments of my work life.

I was rubbish at selling – despite being at least 4 years into my career as a salesperson. I was at a meeting with two ladies showing them our product (just as I’d been taught in training), telling them all the benefits (just as my manager had said) and generally following the script.

When they asked me at the end when I was going to stop for breath I realised I was doing it all wrong.

I didn’t know what they wanted or what was important to them. I hadn’t listened to that at all.

They didn’t go on to buy. But I learnt the art of shutting the hell up.