Buyer Listening Worksheet

EQ in the Sales Role

Do not treat these phrases as permission to pitch. Rather, pause, stay curious, and ask one thoughtful question to understand the impact, emotion, and desired outcome behind the words.

One way to apply the “listening for the need” skill from the RTC framework.

Listen For The Real Need

Listen For	What They May Say	Ask Before You Assume
Frustration	“We keep running into…” “This takes way too long.” “I’m tired of dealing with…”	What is creating the most frustration for you right now?
Cost or Waste	“We’re spending too much on…” “We keep losing money when…” “There has to be a better way.”	What is this costing your team in time, money, or missed opportunity?
Risk or Fear	“I’m worried that…” “We can’t afford another…” “What happens if this fails?”	What feels most at risk if nothing changes?
Delay or Bottleneck	“We’re waiting on…” “This keeps getting held up.” “We can’t move forward until…”	Where does the process tend to slow down or stop?
Growth or Change	“We need to scale.” “Our current process can’t keep up.” “We’re preparing for…”	What will need to work differently as you grow?
Dissatisfaction	“Our current provider isn’t…” “We expected better…” “We’re exploring other options.”	What is missing from the experience you have today?
Urgency or Priority	“We need this resolved by…” “Leadership is asking about…” “This has become a priority.”	Why is solving this important now?
Desired Outcome	“I wish we could…” “Ideally, we would…” “Success would look like…”	If this were working well, what would be different for you and your team?

The RTC Listening Check

Did I ask “Are you saying” to demonstrate the accuracy of what I heard?

This demonstrates understanding. When you can say “Are you saying” and they reply with a “Yes,” you can validate that you heard the need and know what the real concern is.

Write any additional notes from the prospect or customer here:

After the Conversation

What Did I Hear?	What Might They Feel?	What Is the Impact?	What Do They Need Next?