Listening shows empathy. When people feel listened to and understood, they are more likely to work with you. You can work in tandem towards a common goal (or at least a compromise) much easier if you start out by showing that you are listening to them.
When you truly listen to somebody and they can feel you are listening to them, it’s a sign of respect. That’s why you have to start out with empathy and active listening to obtain the best results in any negotiation or sales process. It’s important to use both empathy and active listening throughout any conversation, but especially at the start, because first impressions really do count for something. Don’t dig yourself into a hole before you really get started by disrespecting the other person/party.
You have to understand what it is that the other side wants. What is the issue they want solved in order to provide the best response. What is their pain point and how we can alleviate their pain?
If you go in with the same sales pitch every single time, it may work in certain situations, but your solution may be completely wrong for them in other situations. Listen, dig deeper, and empathize with what they are feeling to show respect and to get further in negotiations.
Go into every negotiation or sales pitch with one thing in mind: How can we make this a win-win situation so both sides leave happy, nobody leaves holding a grudge over the other side, and you don’t hurt yourself in future business with that person or their friends?