According to the principles of selling a great salesperson should listen more than they

 According to the principles of selling, a great salesperson should listen more than they should talk.

Explanation:  Whenever salesperson start talking more than listening, their focus shifts to the product and it's attributes instead of the customer.

Listening is one of the most essential traits a Salesman is expected to possess.  Active listening helps a Salesperson to gather more information, comprehend better the prospect's wants and preferences.

Listening also helps to build a rapport with the prospective buyer which is essential for selling a product.

Hence, according to the principles of selling, a great salesperson should listen more than they should talk.

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