The Art of Active Listening: A Marketer's Secret Weapon in Client Conversations ????

When you’re in marketing, there's so much happening inside your head and around you that sometimes (if not all), you can be so focused on ‘doing’ as opposed to ‘observing’, which also naturally translates to ‘talking’, as opposed to ‘listening’.

To be fair, the talking is with the intention of problem-solving. Technically, we marketers are all problem-solvers. It’s our nature. But this can also work against us. Because as marketers, we first need to be good listeners.

So, when I meet clients, I consciously check my urge to dish out solutions and ideas, then and there. Instead, here’s what I try to do:

Understand the purpose of the conversation – I actively listen to what the client is saying. Taking inspiration from active listening gurus, I focus on the client’s speech. I intend to be conscious of what’s troubling them. Zero interruptions, zero planning of my response, and zero distractions. I also try to observe their body language, make eye contact, and acknowledge their speech with positive body signals.

Ask for clarification – one of the biggest mistakes marketers make is to assume they have understood the client’s pain points. To avoid any misunderstanding, I paraphrase the information the client has offered, ask questions to clarify any doubts I may have, and ensure I have accurately understood what the client communicated.

Avoid judgment – everyone makes mistakes, and keeping this basic fact in mind, I interact with clients free of judgment. I am open to their ideas, opinions, and perspectives, and while I am unafraid to tell them if something would work, I ensure I do it nonjudgmentally and respectfully. Empathy and a positive attitude come in handy.

Offer reflections at the end – I keep my share of ideas and reflections for the end of the meeting. I may discuss the possibility of a solution, or share similar experiences. I attempt to build trust and confidence in our services. It’s tempting to offer solutions instantly to the client; some even expect it. But as much as I can, my effort is to take all the new information back with me, analyze them, discuss it with my team, and come back with well-researched, realistic solutions.

"Most of the successful people I've known are the ones who do more listening than talking."

This quote summarises my thoughts on listening. I guess it takes time to be a good listener, especially with the noise around us. But let’s take the first steps.

What do you do differently at client meetings? I’d love to hear your side of the story.