| The display on the driver information center of my | | | | you need a tread depth gauge?" See how this would |
| new car indicated the need for air in my right front | | | | have clearly defined my needs for him? |
| tire. However, the petrol station which I generally | | | | Write it down- |
| frequent offers an air hose with no air pressure | | | | Another strong listening skill is writing down a |
| gauge attached. Therefore I needed to pay a visit to | | | | summary of what the client or customer is saying. |
| a local parts house and purchase a tire gauge. When I | | | | Not only does this give you a record of what is being |
| asked for said tire gauge, the sales clerk turned and | | | | said, but it also shows you are intently listening to the |
| quickly located a tire tread depth gauge and handed | | | | other party. An additional benefit from scribing the |
| it to me. | | | | points in a conversation is it will help you remember |
| Did the sales person give me what I asked for? Yes! | | | | what commitments were made. If it is important |
| Did the sales person give me what I needed? NO! | | | | enough, give a copy of your notes to the customer. |
| Could he have asked a simple question to clarify my | | | | This will garner greater commitment from them as |
| needs? Yes! | | | | well. |
| Was I delighted or disappointed? | | | | Now that we have reviewed a few of the keys to |
| One of the most important skills professional sales | | | | effective listening, let's visit how these skills help |
| people must have is highly effective listening skills. | | | | deliver delightful customer service. Effective listening |
| Active listening will provide the listener with the | | | | will delight your customers because; |
| customer's needs, wants, and more importantly their | | | | You will understand the customer's point of view. |
| expectations. One of my favorite sayings is; "I have | | | | Their needs, wants, and expectations will be clearly |
| never heard of a sales person who listened their way | | | | understood. Successful sales people uncover the |
| out of a sale." | | | | need behind the need of their customer. A sales |
| Let's take a look at some common skills used in | | | | person that actually listens will also be aware of the |
| effective listening. Following this quick review of the | | | | value they provide from their customers perspective. |
| skills, an overview of the benefits will offered. | | | | There is an old saying that sales people should follow; |
| Keys to Effective Listening | | | | "We must try harder to understand than to explain." |
| Ask open ended questions- | | | | You will grow from the feedback you receive. |
| If the goal in a conversation is to uncover the needs | | | | A good listener is generally more approachable and |
| and wants of a customer, open ended questions are | | | | therefore will get honest feedback from their clients. |
| a must. Ask questions that start with; who, what, | | | | The term "constructive criticism" is generally |
| when, how, where, for example. One of my favorite | | | | perceived as a negative, but developmental feedback |
| open ended questions isn't a question at all. Simply | | | | can be received as a positive. If you have developed |
| ask the customer to "Tell me more about...." and they | | | | the ability to relate to your customers, as in Part 1 of |
| will. The point here is to get and keep them talking. | | | | this series of articles, they will be much more prone |
| My friend in the story above could have asked one | | | | to offering sincere feedback. Customers can give a |
| simple open ended question and solved my needs | | | | sales person feedback on the company's product, |
| accurately. "What will you be using the tire gauge | | | | processes, and services, as well as on their personal |
| for?" | | | | selling style. Whenever a customer does provide |
| Be present- | | | | feedback, be sure to inform them of any corrective |
| When listening to others, this may be one of the | | | | actions you or your company took as a result. If |
| most common mistakes people make. They do not | | | | feedback is given and nothing changes, the feedback |
| listen. What I mean by that is, often people are | | | | will evaporate. And so will your customers. |
| distracted by outside factors. Factors such as; other | | | | You will learn more about the business. |
| conversations, background noise, other people near | | | | It's that simple. The more you listen... the more you |
| by, or even the overall environment can be a | | | | learn. Listen to what the customer is saying about |
| distraction. | | | | trends in the industry. As customers offer |
| Maybe the most overlooked distraction is an internal | | | | perspectives regarding their specific business, you can |
| distraction. For example, many people can't | | | | use that information to help other accounts. Look for |
| remember the name of a person they just met. This | | | | every opportunity to learn from your customers and |
| happens because they are thinking of the next thing | | | | their employees. |
| they are going to say, instead of paying attention to | | | | Remember, customers don't care how much you |
| the person. They same thing happens to a sales | | | | know, until they know how much you care. Listening |
| person who is thinking of the next thing to say and | | | | to your customers will show them you care. |
| not truly listening to the customer's point. Focus on | | | | In the 1500's, French essayist, Michel de Montaigne |
| the other person when they are talking, be present. | | | | said: "Speech belongs half to the speaker, half to the |
| Again, if the parts counter salesman would have | | | | listener." In order to deliver delightful customer |
| thought for a second, it seems logical that a Joe | | | | service, the customer should speak far more than |
| Consumer would most often need an air pressure | | | | the sales person. The tire gauge story is somewhat |
| gauge and not a tread depth gauge. In fact, I didn't | | | | one-dimensional, but it serves as a basic model to |
| even know what it was when he handed it to me. | | | | help understand the importance of effective listening. |
| Paraphrase what you heard- | | | | Using the aforementioned keys to effective listening |
| One of the preeminent listening skills is the ability to | | | | will result in delightful customer sales and service. |
| paraphrase what the customer has said. Not only | | | | Don't give your customers a tread depth gauge |
| does this send a strong signal that you are actually | | | | when they require an air pressure gauge. Ask |
| listening, but it instantly confirms the listener properly | | | | questions and listen to the response, you will |
| interpreted what was said. Although it may not be | | | | understand, grow, and learn. All while delighting your |
| the best example, the salesman above could have | | | | customers. |
| stated the following: "So what I hear you saying is | | | | |