3 minute read
Active Listening: Can You Repeat That?
The Greek philosopher Epictetus once said,
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Talented salespeople are usually thought to be good conversationalists, or to have the “gift of gab.” But their listening skills — although critical — are highly underrated in a sales environment.
Think of this next time you’re in a conversation: Are you truly listening to what the other person is saying? Or are you merely waiting to talk? In his hugely successful book, The 7 Habits of Highly Effective People, Steven Covey writes, “… most people listen with the intent to reply, not to understand. You listen to yourself as you prepare in your mind what you are going to say, the questions you are going to ask, etc.”
Learning to listen actively — rather than waiting to talk — can be valuable in both sales and in life.
Here are some tips to ensure you are actively engaged in listening:
• Quit multitasking. Sure, your client might not be able to see that you’re scrolling down your Twitter feed while on the phone with him, but rest assured, when you are looking at your smartphone, you are not listening. Similar to “no texting while driving” campaigns, let’s just say no to texting (or
Facebooking, etc.) while communicating.
• Stop interrupting. You know how annoying it is to be interrupted mid-sentence. Even though you are busy, give your client the courtesy of not assuming you know how the sentence will end, and allow him to finish it. This shows you are not waiting to talk, and instead are interested in what is being said.
• Take a breath. When your client is finished talking, harness your instinct to jump in immediately and begin a rebuttal. A few seconds of silence is okay. Instead, collect your thoughts, and start with a phrase that lets your client know you were truly listening, such as, “So what I’m hearing you say, Phil, is that your recent business growth is leaving you unsure of the level of protection you need, is that correct?” Asking a question to make sure you’re on the same page gives your client peace of mind that you are truly trying to assess his needs rather than push your own sales agenda.
• Pay attention to the details. When you actively listen, you’ll be able to remember that your prospect volunteers at a local animal shelter, or her daughter is about to start her freshman year at a local community college. Mentioning these details later in conversation will show your client that you are engaged and care about what she is telling you.
• Practice makes perfect, and you can practice these active listening skills outside of your sales world. Sound listening skills can pay off in all of life’s relationships.
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