21 WAYS TO IMPROVE LISTENING SKILLS

21 WAYS TO IMPROVE LISTENING SKILLS

One of the greatest skills a sales person can learn is to become a better listener. Not a better communicator, but a better listener. Good communicators have already learned the art of being better listeners. And listening is one of the most important factors of communication.

Most people spend an average of 80% of their working day communicating. Of this time, 45% is spent listening, 30% is talking, 16% reading and 9% writing. Our memory is such, that on average we can only recall around 50% of what we hear, and within 2 to 6 weeks we can only recall 25% or less of the original message. So here are some of the guidelines you can use to both listen better and recall more.

1. ASK QUESTIONS - The more questions you ask, the more you learn about what you need to know, and the more you learn about what you need to know, the more likely you are to be able to work towards a viable negation strategy bases on a win/win scenario.

2. DON'T INTERRUPT - Allow them time to say what they want to say as often as you ask questions that lead ti better understanding of any situation you may find yourself in. The more you allow them to say what they want (without any unnecessary waffling) the better off both parties will be. Almost every person, no matter what their status in life, welcomes the opportunity to share their more positive experiences, and in the right scenario, will even share their more negative experiences. The more that is exposed, the better the general outcome for both parties.

3. LOOK AT THE PROSPECT - By looking at the prospect and the prospect(s) facial expressions and body movements carefully as questions are being asked, the prospect(s) will also be able to see (and notice) that you are both listening to and absorbing what they are saying. This allows for far easier analysis of the conversation at hand and a far more informed solution so suggestions that could lead to an agreed solution.

4. LISTEN FOR WHAT THEY DON'T SAY - Professional negotiators and salespeople can learn as much by thinking through what is not said, or left out of their conversation, as they can by carefully listening to what their prospects do say. Many times there is little kept form those asking questions, whereas at other times, prospect will purposely leave something out or carefully consider their answers if they feel awkward or uneasy through the questioning process. At time such as this, it is wise for the professional negotiator, or salesperson, to rely more on the available body language signals, rather than the spoken word alone.

5. DON'T JUMP TO CONCLUSIONS - Don't assume everyone uses the same words you do, or even phrases their sentences the same way you do, or would  like to. The old adage, or play on words in the mnemonic of: if you ASSUME, you make an ass out of you and me, is absolutely true in any situation where the negotiator either assumes, or guesses the immediate or final outcome of the presentation or negotiation.

6. DON'T DEEM THEM TO BE LIARS – Over the past 50 years I have been either periodically told (or reminded) by far too many of those that believe they are in selling as salespeople, or managers, that, “All buyers are liars.” If you believe it, more often than not your prospects will sense that, and you could be losing as many as 50-70% of the sales you could have made. Just because someone says something you don't agree with, or they interpret things differently to what you do, doesn't mean they are lying. And don't ever allow your prejudices to get in the way of an agreement to buy with certain conditions, or some manner of compromise. It’s worth to take the time to analyse this one point and ensure you have the necessary wisdom to work within its framework.

7. LISTEN TO HOW IT IS SAID - We can concentrate so hard at times on what we want as a final outcome, or what is being said at the time, rather than listening to what is being said. In the process we may overlook or consider incorporating the body language on display in front of us. For that reason, far too often the physical signs can be more important than the words said, and are simply not picked up or responded to by the seller. Good practitioners of body language understand that good listening includes the ears, eyes and other distinguishable combinations of gestures.

8. DON'T ARGUE WITH THEM MENTALLY – Here is a little known, or often rarely considered fact, that mental arguments, just like physical arguments, can set up barriers between any communications in progress – or that you can be involved in. It should also be considered that internal mental arguments, just as verbal arguments, send out a variety of danger or (at the very least), caution signals or mental perceptions of danger ort caution. When that happens, simply take a bad breath, compose yourself, and move back into the present situation mentally and physically. If you find it hard to do that immediately, simply look them in the eyes, and say, “Give me a few seconds to digest what we’ve discussed so far.” Look up slightly to the right, raising your eyes and head in one pass, pause, think a few seconds, take in a deep breath and continue.

9. DON'T REACT TOO NOTICEABLY – Whenever you find yourself in a situation where you may like the ideas being presented, but dislike the person presenting them, personal opinion tends to overtake the situation and colour and logic that may ensue. When that happens, it becomes a danger point in the negotiation underway and can easily sway your thoughts and move you away from what may have been a workable outcome for both parties. The more your thoughts are effected, and the more you lose focus, the more likely you areto come to a stalemate, and stalemates never have favourable outcomes. So if you can learn to control your reactions, and not react too noticeably, you won’t sway the thoughts of either parties, and greatly increase your chance of a win/win situation.

10. DON'T PRE-JUDGE – There is an age-old adage, that if you prejudge, you misjudge.  So be aware, that just because another person may not appear to be the same as others in the same trade, or profession, does not mean they are any lesser an individual, have less intelligence or less money. Yet despite most of us knowing this, or being aware of the situation, as salespeople and managers, we still pre-judge far more often than we should. To stop any kind of pre-judging in its tracks, and taking a more pro-active control of proceedings, simply get back to asking relevant questions that allow you to move the situation forward.

11. CONCENTRATE ON WHAT THEY ARE SAYING – Here is a real pearl of wisdom we should all not only be aware of, but should also practice on every call we make, as well as every interview we conduct as managers, employers of buyers.  And that pearl of wisdom is, “Actively focus on what they say, as opposed to how they say it.” The two are linked buy not the same. What they say, is what they want you to hear. How they say it, is what they mean. Learn to look for and recognise the two on every communication you are involved in.

12. WORK ON ONE MAIN THEME – Here is something that many salespeople are told about in their initial training – especially by the better trainers – yet forget about it before they get around to using it. So let this one point stand as a stark reminder of what should be done on all of your subsequent sales calls. This is how it’s done. Try and narrow down what is being said so one or two main themes, then ask questions on the subject just discussed/negotiated to check if you are on track. If not, simply ask, “May I ask what was it I said you did not fully understand?”

13. KEEP YOUR EMOTIONS TO YOURSELF – How often have we all been told to never bring our personal problems into the work-place? So why is it we need to be reminded of this one point over and over – then over and over again? So for the sake of being overly repetitive,learn to leave your personal problems elsewhere. The more you think about your worries, the less you hear what is being said during your calls. And if by chance you are able to hear what is being said perfectly, chances are you may not have enough clarity of mind to answer and questions effectively or even correctly.     

14. NEVER WORK WHEN YOU ARE NOT PHYSICALLY ABLE TO - I can testify to the value of this information personally. I have had heart issues for around 40 years now and have learned to deal with that side of my health. However, I learned a valuable lesson when I re-entered the workforce too early after a stroke around 15 years ago. My performance was down markedly and my communication skills were less than good, yet I persisted with the work until my then boss (a long time friend) told me to take some time off to recover properly as I was affecting his business growth. I did and nearly 18 months later gave it another try, and all worked well. Some years later, I decided on a new career and the first three years produced high sales results, then I began to suffer mild heart attacks. Immediately my sales lessened and over the next two years reduced to the point I stopped work as my poorer health diminished my ability to sell effectively. All is well now, but I relearned a valuable lesson in sales – do not work at it if all is not well physically.

15. NOD OFTEN – Here is another valuable lesson that must never be forgotten. The prospect(s) needs to feel that they are being listened to AT ALL TIMES. They need to know that what they are contributing is valuable information to help the seller come up with the best solution. Whenever you nod when they are communicating with you, the nod shows you are attentive to what is being said. Periodically use phrases such as, "I see", "That's interesting", "Good", "Yes". Those two factors, the nod together with phrases of assurance, are marvellous contributing factors that help move the selling process towards the close seamlessly.

16. STOP TALKING – We are all born with two ears and one mouth – a point that some people in sales would be aware of – they go on and on pointing out to the prospect one feature and benefit after another, mostly without stopping to breathe. Over the years, uninformed people tell others they should go into sales because they have the “gift of the gab,” and because of that could sell, “Ice to an Eskimo,” or “Sand to an Arab.” That’s not selling. One can only sell after listening to what the prospect wants to be sold. And you can't listen to what is being said while you are talking.

17. REFLECT THEIR FEELINGS – Remembering the majority of sales are made based on emotion, rather than fact, you will need to paint necessary word pictures that will allow them to personally visualise, feel. sense and live (then re-live), their feelings many times during the presentation of what the product or service with do for them after they make the purchase.  That’s why brochures, DVD’s and other visual aids are so important in any presentation. And the more they become a part of the visuals you present, the more they build ownership of the product or service on offer. And that goes for industrial sales as well. A friend of mine, Greg Burt, who has been in industrial sales all his life, says his sales “went through the roof” the minute he “SPICED UP” his presentation with word pictures associated to his presentation manual and leave-behind brochures.

18. MIRROR THEIR BODY LANGUAGE – Once you begin to copy their physical mannerisms and they will feel more comfortable in your presence. Act as if you were looking in the mirror and slowly begin to copy their most pronounced gestures. Once you see that they are comfortable withy your copying their mannerisms, start to change your mannerisms and then if they begin to start copying your purposed mannerisms change by change, they are more likely to accept whatever proposal you put forward to them.

19. REPHRASE THE STATEMENT – Here is an important selling tool very few salespeople get to grasp effectively. We all are aware that statements made by salespeople are an invaluable selling tool, when they involve the prospect(s) by a simple questioning format, they become even more powerful. Here is how it’s done. Once confidence has been built between the prospect(s) and the seller (you), all you need to do is to simply rephrase the statement into a question. And depending on where you are in the presentation, the level of rapport and the importance of the statement to the sale, rephrase the statement a slightly different way. If the desired response is not received, or you still feel that you need more information, simply bring up the point again through another statement, get agreement on it and then rephrase the statement again as another question.

20. QUESTION THE STATEMENT – All statements made by salespeople are powerful selling tools once they align with what the prospect(s) have already stated is on their want list. Statements made by the prospect however should be handled in an entirely different way. How different? They should be questioned by the salesperson to validify their bonefide. Then once questioning any statement the prospect makes, should return more than just a simple "yes" or "no" answer, and reinforce the statement. If it does not, the seller should consider what was said (not ignore it) and move on.

20. CONFIRM THE STATEMENT - This process of confirming the statement not only allows for correction by the salesperson (if needed), but can also draw out other factors which may not have been previously considered or discussed. When this happens it allows for the presentation (communication) to take on a new dimension – which will usually be in the salespersons favour.

But, remember this, above all - LISTEN.

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This Article is by Peter Collins - In a sales career spanning more than 50 years, Peter Collins has focused on helping and bringing out the best in others - whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 65 books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring. ? Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, all rights reserved. Peter can be contacted through his website – profitmakersales.com