The process of fully focusing on and engaging with the customer during a sales interaction, with the goal of understanding their needs, concerns, and preferences. It involves not only hearing the words that the customer is saying but also paying attention to nonverbal cues, such as body language, tone of voice, and facial expressions.

Active listening in sales can help build rapport and trust with the customer, as well as uncover important information that can be used to tailor the sales approach and better address the customer's needs. By practicing it, salespeople can demonstrate that they care about their customers and are committed to understanding their needs. This can help build trust and credibility, ultimately leading to more successful sales interactions and long-term customer relationships.