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Do you confuse listening with hearing? You have heard what the other person has said, but did you really hear what they are saying to you? There is a real difference. You hear what is said with your ears, but you listen to what is said with your mind.
Listening includes not only the verbal communications but also the non verbal communications. It includes, the tone, facial expression, body language and the implications behind the words.
Overall when you listen your mind is interpreting a number of variables and factors together to provide you with an accurate translation of what is actually being said to you.
Since listening is a comprehensive mental activity, it is essential to successful selling. Careful listening can determine the prospect’s perceptions, expectation and an accurate representation of their needs.
Implications to the Sales Person
The person who only hears what is being said takes the words at face value, ignoring the other non verbal communications. This often results in faulty communications, missed opportunities and lost sales. Approximately eighty five percent (85%) of communications is non verbal communications. More is said with body language than with words.
Sales people often will be blinded by the potential size of an order or the customer’s business to the degree they fail to really hear what is being said to them. Their personal greed taints their interpretation of the real message being communicated.
The Application
The careful listen is a perceptive listener. They are always aware of all of the non verbal messages that are being sent their way and then carefully craft their questions and comments based upon what they actually listened to what the prospect has told them. They carefully use paraphrasing and open ended questions to probe and clarify what is really being said to them.
After a meeting take some time to analyze what was really said during the meeting. Refer to notes and remember postures and the vocal tones of the customer as the statements are being made.
· Did you miss verbal or non verbal cues, buying signs or potential barriers to the sale?
· How could have you reacted or responded differently?
Don’t underestimate the value of these post call critiques in developing your communications skills and you ability to truly hear what is being said.
Something to Think About
Review past customer interactions, especially in situations where you were confident of the business, but failed to get it.
1. Did you only listen to what was being said without hearing what the prospect was telling you.
2. Often the clues were there which pointed to the ultimate outcome. Did you spot them in advance?
-- Timothy F. Bednarz, PhD
Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or amdg@charter.net. Find out more at www.LetsTalkSelling.com.
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