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specialists in enhancement and management of human performance |
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"I don't understand. Why don't they listen?" How often do you hear yourself saying that about someone? Over and over I hear clients and colleagues complain about situations in which frustration and/or misunderstandings could have been avoided if someone had only taken an extra moment to listen. Good listening skills are vital in business. It just takes a little time and paying attention to respond to what you hear. Frequently, we're in a hurry to get on with other things and we miss the concerns that people are trying to tell us about. This is a critical issue. Too often people assume things -- they go with what they think is needed instead of clarifying details. This can lead to serious mistakes, the outcome of which can mean a break in the relationship with a customer. It can even mean lost business. Listening is a skill we learn. We are not born being great at it. With so many demands on us these days, we sometimes forget this simple courtesy and the huge difference it can make. When it is missing, this creates real problems.
For example, we all know that office equipment is supposed to make things easier. However, if a sales rep doesn't really listen, clients can end up with the wrong machines, lots of frustration and big headaches. Wade Riggs, Vice President of Comtech Office Systems, says that many times his company has had to go in and fix someone else's mistakes. All it took was listening to what the customer said to give them what they needed. Think about this: in the above scenario, someone lost a customer. Someone else came in, saved the day by listening, and gained a new customer. So, listening to customers really pays off, while not listening means lost revenue. "You need to sell to the customer's needs," says Riggs. "That only happens through clear-cut, effective communication; really listening to what they tell you." To be a good listener means being an active participant in the conversation -- knowing how to listen and how to move the conversation forward. You've got to walk in the customer's shoes: put yourself in their place. How would you want to be treated? You'd want to be heard, right? You'd want to know that the listener was on your side. Starting to get the picture here? You also want to focus in on the problem / situation. Here's where questions will help you out. You've got to ask enough questions to find out what's needed. Remember, the only dumb questions the one you don't ask!
Here are a couple of tips about asking questions. First, don't be afraid to ask them, even in areas that seem glaringly apparent to you. This may help the other person get more clear about what they want to say. Second, people aren't always clear about what the issues are. Listen for the clues they give you. Perhaps they tried to do something with your product and it didn't work, or they've called before and never could get to the right person (until now!). Sometimes the immediate problem isn't the only thing to be dealt with. The hidden problem could be that they weren't taken care of -- indicating poor customer service or poor communication. Do your best to repair the relationship. Acknowledging the mess or inconvenience they've had is, again, common courtesy and good business sense. It can mean the difference between keeping that customer or losing them and creating a negative word-of-mouth. The more attention you pay to details -- the more you really listen to what they need -- the more likely your customers will keep coming back. Having a reputation for effective listening can help keep your business growing strong. So, listen up! (NOTE: Allies Consulting offers Customer Service and Communications Skills programs that can meet or exceed your expectations; they are designed to deliver real results. They also leverage our other programs, magnifying your ROI!)
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"The salesman's first duty is to make friends for his
company" --Elsworth M. Statler