Now hear this

By Mike Dandridge

the money back that I spent on overnight shipping because I didn't hear or didn't ask customers when they needed a part, I'd be vacationing with my wife in Bermuda instead of writing this article.

decision. You can talk yourself right out of a sale.

Author Roy Chitwood defines listeners as either active or passive. Most people think that listening is simply not talking while someone else is talking. This is passive listening and is not much different from ignoring someone. But even the most passive listener can become active by following these three suggestions.

f ISTEN! It's the sound of a disapl-./pointed customer stalking away from the sales counter empty-handed.

"It's not my fault," the counterperson said in self-defense. "When he told me to order the part, I didn't hear him say he needed it today. He shoulda known it wouldn't get here that soon."

Yes. Shoulda, woulda, coulda. Directing blame is always the easy way out when we stop listening before the customer is through speaking. The problem is that most of us think that we are good listeners, even when our spouses, colleagues and customers tell us otherwise. Communication is an exchange of information. Equally as important as speaking well, but often overlooked, is the ability to listen well. Anyone who has a friend who's a"great listener" appreciates the value of this rare ability.

No wonder businesses are actively seeking good communicators. The U.S. Bureau of Labor says it's the first quality that companies look for in a new hire. That's because poor communication is costly. Most problems and conflicts that occur within a business result from misunderstandings both internally, between workers, and externally, with customers.

Think of your own experiences. How much money and time have you spent trying to fix a problem caused by poor listening skills? If I had all of

A salesperson once said to me, "Well, I didn't tell him how long it would take to get the material because I thought he might get mad." Communication breakdown often occurs when there is a fear of how the listener will respond to bad news. Customers get frustrated when salespeople don't provide options. Here's a three-point guideline for providing a customer with options to a lengthy lead-time. Ask when the customer needs the material on-site. Listen to the answer.

. Give a realistic time of expected delivery. Don't guess. Find out. Then add at least one day as a margin for error. Listen to the response.

. Suggest alternative shipping arrangements along with a cost estimate for premium shipping. Listen to the decision made.

Informed of the options, the customer can decide whether to spend money on overnight service, reschedule the job, or use a different part.

Listen Up

I had a bad habit of anticipating what a customer was going to say and jumping in before the customer finished talking. This is called "stepping on" the other person's sentence. Unfortunately, this form of rude interruption is habitual and overcoming it requires discipline. The fastest way to defeat it is by enlisting family and friends. Offer to pay them a dime every time you intemrpt while they're speaking. And yes, they already know that you do it.

When you are busy talking instead of listening, you will often jump in with more information than your customer needs or wants. Soon, you've created confusion by giving the client too much to think about to make a

Listen respectfully. You listen deeply when something really matters to you. So, use your imagination. Pretend as if understanding what the customer is telling you is a matter of life or death. Actually, it is because your livelihood depends upon it. Leave yourself out of it. Most of us filter what we hear through our own point of view. To avoid this, don't judge what the customer is saying.

Ask questions. Use simple, openended questions. Be easy and approachable. Establish a rapport and keep the conversation alive by removing any barriers to effective listening.

The Peril of Multitasking

Wedging the phone against your ear while tabulating numbers in a calculator or dashing off the reply to an email is a sure-fire recipe for disaster. Besides, customers can hear the tapping sound on the keypad and know they only have a fraction of your attention. So much for the little sign posted over the counter that reads, "The Customer is Number One." Wanting to listen is the most important ingredient in making a great listener. Great listeners maintain eye contact without glancing around to see who else is in the room. They don't use fillers like "uh-huh" and "right, right." They ask intelligent questions to show engagement in the conversation. This is the l4-word secret that all great listeners share. Make the other person feel as if no one else is in the room.

Ultimately, listening well is about hearing your customers tell you what they want. Listening builds trust and loyalty. Listen long enough and you'll hear customers tell you how you can improve business at your sales counter. Did you hear that? It's the sound of loyal customers walking in your door and they have something to say. Are you listening?

- Mike Dandridge is founder of High Voltage Performance and author of The One Year Business Turnaround. He can be reached at (254) 624-6299 ctr via www.highvoltagepe rformancecom.