Listening is a skill that all have, but few master. In any relationship, both sides have to feel they can speak and that their words will be heard. Sales is no different: a dialogue takes two, and simply throwing words at the customer only bores you and frustrates them. The key is to listen--listen actively--and instead of throwing prepared lines at them, enter into a natural conversation where both of you are hearing what the other has to say and tailoring your thoughts—and sales—accordingly.
The Assertive Nature of Sales
Sales is about engagement. A good salesman is aggressive, forward-thinking, and already has a plan for their next customer. However these strengths can overpower and run-over the questions and concerns of the customer, and make them feel that they are being talked at, not talked to. So often salesmen and saleswomen are so focused on making a sale that they forget their other job: to please the customer. Listening to the customer, giving them the time to talk and think, can be a challenge. It’s hard to be passive and actually let the customer—in the store or on the phone—actually respond.
Taking the Time to Show Interest
"One of the most sincere forms of respect is actually listening to what another has to say."
The above quote from American speaker and activist Bryant H. McGill shows us just how important listening really is. To listen to someone; to allow them to respond; to take notice of their questions, concerns, and interests; is to form a connection. You may have heard their question or concern a hundred times, but this is an opportunity where you can actively help the customer instead of becoming bored, agitated, or impatient. If you want the customer to respect what you have to say, you have to respect what they have to say.
The Key of Active Listening
In these situations when a customer is asking you a question or reporting a concern, the ability to show that you are listening and understanding the situation is key to helping the customer and gaining their respect. Active listening is the process in which you listen to customer and then respond with a summary of what they just said. This allows you to prove that you have been actively listening to their concerns, and to help clarify your understanding of their question. Rapport is built and you’ve gathered information you can use to help gain the sale.
So next time you have a customer and ask them a question, really listen to the response and tailor your comments accordingly. Canned responses are like canned vegetables: never as good as fresh ones. The more effort you put into a dialogue, the more you get out of it. By letting the customer know they are being heard, you engage them. Even if they part from your conversation with no sale, you part as friends, with them more likely to return and talk favorably about your services with others. For tips or for more in-depth sales training, please contact Salefish LLC. We are a licensed Sandler Training center for training at both sales and management levels, and have been told we’re good listeners.
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