Listening is an excellent strategy to increase your sales and decrease customer service problems. Why?
Because, if you have listened effectively, you know exactly what your customer expects from you, and you can deliver. Here is a seven-point checklist for becoming an excellent listener.
- Make eye contact. Looking directly into the eyes of the other person is essential; it sends an internal signal that you care about them and their needs. Avoid looking over the top or past the other person. Make direct eye contact with genuine warmth and feeling.
- Take notes. Inform your prospective customer that you are taking notes so that you get the important information on paper. Ask your customer to repeat bits of information to verify what you have heard. Use a composition notebook or a yellow lined tablet; do not use a 2×4 or a paper napkin as some builders have confessed to doing.
- Show attention. Demonstrate that you are in alignment with your prospective customer. Stand or sit in close proximity while being respectful of his or her space. Nod gently in agreement and use pleasant facial gestures. Pat your client on the shoulder or touch his or her arm only when you have clear signals that it is a welcomed gesture. Every movement you make sends a message to your prospective customer. Be aware.
- Acknowledge verbally. This is the act of voicing your agreement with your prospect. You can softly agree by saying, “I see,” “Right,” “Ah-ha,” or any other short phrase that implies agreement. You can also extend the conversation to elicit more information by asking short questions like, “And what else?” or “Really?” or “Can you tell me more?” The more comments you draw out of your prospects, the more you will know how to serve them.
- Echo comments. Repeat comments that your prospective customer makes. This enables you to verify what you have heard, and it tells your customer that you are interested in knowing the details that are important to him or her. When people feel they have been heard, they give you their respect and trust.
- Avoid “rebuttal” mentality. Many people are so interested in what they are going to say that they miss important information from the other person. Think only of what the other person is saying rather than crafting your next explanation in your mind. When you stay present in the conversation, you will hear details that can make a difference in your sales presentation.
- Ask clarifying questions. Ask simple questions like, “By that do you mean…?” or “Could you say that again, please?” These kinds of questions help finalize small details. Occasionally, you may want to clear up something by asking, “What does that look like to you?” This question can help you and your prospect reach agreement on uncertain issues.
By far, the most important listening strategy is to avoid “I” trouble—not the kind that requires bifocals. It is true that most people love to talk about themselves more than they like to listen. Take the lead and let them talk. Avoid the tendency to talk about yourself until it is completely relevant.
It has been said that God gave us two ears and one mouth for a reason. It may take a little work at first but once you master these listening skills, your sales will increase and you will have more satisfied customers.
Paul Montelongo has been a builder for more than 23 years and is a nationally recognized speaker and consultant to the construction industry. Visit Paul at www.contractorofchoice.com.
