The most underrated sales skill: reading the room

Most salespeople lose deals because they don’t shut up.

Have you ever walked into a room and immediately wanted to leave? Or the opposite—you walk in and never want to go?

We’re wired to pick up on energy, tension, and unspoken cues. In sales, this instinct is everything. It tells you when to speak, when to listen, and where to take the conversation next—whether it’s a first meeting or a high-stakes negotiation.

But reading the room requires two things most salespeople struggle with:
1️⃣ Putting your ego aside.
2️⃣ Paying attention to what’s not being said.

I learned this early on when I was showing a listing in a famous building with a rich history. The buyer’s broker and their client arrived, and I started sharing some details about the building’s past.

Then, the broker cut in.

Turns out, he knew way more about the history than I did. I had two choices:

• Try to assert my knowledge and add my two cents.

• Let him take the lead, listen, and use it to build trust.

I chose to listen. His buyer was enthralled, and I could see how engaged they were. Instead of forcing my voice into the conversation, I let the broker sell his client on the building’s legacy while I guided them through the apartment’s unique history.

That buyer ended up purchasing the unit. Not only did the deal go smoothly, but that broker and I built a great working relationship that continues to this day.

This isn’t just about real estate—I also learned the same lesson in medical sales.

Walking into a doctor's office, I learned to gauge their mood immediately. Were they rushed? Distracted? Open to talking? Pushing a pitch at the wrong moment killed opportunities—waiting for the right moment built relationships.

Average salespeople pitch. Great salespeople read the room.

The difference? One gets ignored. The other gets results.

 Selling isn’t just about what you say or even the questions you ask—it’s about knowing when to speak, when to listen, and when to step back. Master that, and you’ll never struggle to close a deal again.