As we’ve learned, a successful sales relationship today involves the seller being able to help the buyer identify his or his organization’s true needs. The seller helps this process by being able to listen to and understand what the buyer is telling him.
Studies have shown that most listeners retain less than 50% of what they hear.
Good listeners are rare these days. Studies have shown that most listeners retain less than 50% of what they hear. Imagine what that means when it comes to a conversation that you might have with your boss, a colleague, or a customer. If you speak for ten minutes, chances are that you have only heard about half of that conversation – and so have they. No wonder miscommunications happen so frequently!
In order to be a good listener, you should practice active listening skills. There are five key aspects of becoming an active listener. You are probably already employing some of them, but may need to practice others. However, once you are using these tools over time, you will find that they get easier and easier. Plus, you’ll learn so much about your customers and have such better conversations that you will be positively reinforced each time you practice.
- Pay close attention. With this step, you learn to give the speaker your undivided attention. But you also let the speaker know that you are listening by using acknowledgements – types of verbal and non-verbal tools that help add proof that you are truly listening.
- Look the speaker in the eyes
- Stop any mental chatter
- Don’t start preparing your response or rebuttal while the other person is talking
- Make sure your environment doesn’t distract you
- Notice the speaker’s body language and tone of voice – what are the non-verbal messages telling you?
- If you are in a group, avoid side conversations
- Demonstrate physically that you are listening. Use non-verbal and verbal signals that you are listening to the speaker attentively.
- Nod from time to time, when appropriate
- Use appropriate facial expressions
- Monitor your own body language. Be sure you remain open and relaxed rather than closed and tense.
- Use small comments like ‘uh-huh’, ‘yes’, ‘right’.
- Check for understanding. It is possible for the other person’s message to get mistranslated or misinterpreted, so that we hear a message that was not intended. Before responding, it’s important to check for understanding using these tools.
- Use reflecting and paraphrasing. Check that you heard the message correctly by saying things like “what I hear you saying is….” or “If I’m hearing you correctly, you’re saying…..” or “I think you’re talking about….”.
- Ask questions that will help clarify the speaker’s meaning. Suggestions include things like, “Can you tell me more about…..?” or “What did you mean when you said…?” or “I think you’re saying… is that right?”
- Summarize what you’ve heard occasionally – don’t wait until the end or you might not remember exactly what was said.
- Don’t interrupt! There is nothing good that comes from interrupting the speaker. You will only be limiting your chance of understanding the message because you won’t hear it all – and because the speaker will get frustrated!
- Respond Appropriately. When you are actively listening, you are showing your respect for the speaker, as well as gaining the information that you need to form your response. Once you have that information and have clarified it, it’s time to form your reply. When expressing your thoughts:
- Be honest and open
- Be respectful
- Be thorough