The field of professional sales is undergoing radical change. The internet has turned the tables on salespeople, who were the traditional gatekeepers of information the customer needed in order to make an informed decision.

For example, if you needed to learn how to choose between an above-ground pool or an in-ground pool in the past, chances are you’d call a few pool companies, meet with their sales reps, and try to collect valuable information from them as part of your research process.

Now, you can go online and within a few moments read articles from a myriad of sources that cover the questions you had…and many more you didn’t, such as:

– How Much do Above Ground and In-Ground Swimming Pools Cost?
– How Do I Choose Between an In-Ground Pool and an Above-Ground Pool?
– The Cost of Going with a Vinyl Liner Pool vs Fiberglass Pools
– What Are The 3 Most Popular In-Ground Pool Options Of 2015?
– Variable Speed Pool Pumps vs. One and Two Speed, Which is Best?
– What is the Best Rectangular Fiberglass Pool Design?

Yes, that’s right – in just a few minutes you’re deep into the details of not only pool selection and pricing but also pool design, materials, pump choices, liner configuration, maintenance and more. And you didn’t need to pick up the phone, call any companies or meet with any salespeople.

In this environment, smart sales professionals are realizing that they need to take a different approach. You can’t be the aggressive closer when the customer already has all of the cards.

That’s why the concept of servant leadership is rapidly emerging as the most valuable alternate approach to professional selling today. Servant leadership trades the dominant, top-down approach to the customer relationship with a bottom-up, service-focused form of engagement.

Instead of coming to the customer with loads of information to force down their throats, and preconfigured responses to every objection, the servant sales leader instead comes with questions…and a willingness to listen to the answers.

Jesus of Nazareth understood this when he consistently responded to new situations with questions. He used questions to create commitment by asking individuals about their goals in life. He used questions to illustrate stories and teach enduring truths. And he also used questions to address controversial points and issues.

Asking questions is not only transformative because it establishes a powerful direction in conversations. It is also powerful because when you ask a question, your greatest opportunity comes in listening to the answers. Listening positions you to bring genuine value to the other person; to engage in their issues and needs; and to serve and support them in pursuit of their goals.

Here are three ways that you can use listening to improve your servant leadership as a sales professional:

1. Focus on what brought them to you.

Questions that focus on the customer’s background, objectives, needs and priorities can go a long way toward setting the stage for a great opportunity to serve. Is the homeowner who is talking with you looking to enclose a porch at their home to improve the property value, to create a playroom for little ones, or to provide living space for an ailing adult parent? Context is essential to an effective relationship, and learning about context comes from listening.

2. Listen to their questions.

Customers today bring many questions of their own, and sometimes they want to hear how you respond to challenging inquiries. The best way to respond is to listen more, then respond with honesty and thoroughness. From pricing to competitors to what works and what doesn’t — listen first, and speak second.

3. Seek to serve outside the lines.

You aren’t just a sales professional — you’re also a human being and a community member. Now that you’ve learned about your prospective customer in-depth, consider how you can be a servant leader in other ways. Maybe you know a good in-home healthcare service that could help the older resident in their home. Perhaps your children and theirs attend the same schools and you can offer some suggestions about how to prepare for success on the soccer team. Whatever it is, take that extra moment to listen and engage.

Servant leadership isn’t just good citizenship — it’s good business. By following these three key approaches, you will begin to train yourself to listen first, answer deeply and serve fully.