In a post from the archive, Dave Mashburn reminds us that the most counterintuitive principle of interviewing is the discipline and art of listening well.

Listen more, talk less. This is the secret sauce needed to win a person over to you and your company.

Where do we get the impression that people will be impressed by us and decide to change their lives because of what we say, or how much we know?

Know this:  Only the most desperate candidates will be impressed by what you have to say, and the best candidates will probably be repelled.

So, what do candidates need? They need to be understood.

Everyone likes to be understood, but it is never more important than when a person is considering a massive life change, like the decision to become a realtor, or to change companies (or even buying a house for that matter).

You may begin to think that I am suggesting that you should not “sell” our office or ourselves at all. I’m not.

I am simply saying that you must first thoroughly understand the candidate’s story before you earn the right to speak into their lives.

In other words, stop promoting and create an environment where attraction can sprout and grow.