Empathetic Listening in Sales: 3 Essential Tips for Impactful Conversations
Cherilynn Castleman
Empowering 1 Million Women for C-Suite Success by 2030 | Elevating Sales Through Diversity | Executive Sales Coach/Trainer | Keynote Speaker | Author | Let's Shorten Sales Cycles and Boost Deal Sizes Together
In today's fast-paced business environment, empathetic listening has become a crucial skill for sales professionals. According to Salesforce's State of Sales 2024 report, 59% of B2B buyers feel that professional sellers do not listen to them or understand their pain points. This gap presents a significant opportunity for salespeople to differentiate themselves by enhancing their listening skills. Let's explore how empathetic listening can transform your sales conversations and foster deeper connections with clients.
?? Understanding the Levels of Listening
1?? Internal Listening: This level involves focusing on your own internal dialogue rather than truly understanding the speaker. Often, this leads to missing key points because you're preoccupied with preparing responses.
?? - Example: Imagine sitting in a restaurant while the waiter describes the menu. Your mind might start thinking, "Hmm, I might like that dish, but I don’t feel like fish tonight," instead of fully listening to the waiter's description.
2?? Focused Listening: Here, you give your full attention to the speaker, capturing both verbal and non-verbal cues. Reflective listening, where you paraphrase or summarize what the speaker has said, is a key component.
?? - Example: During a meeting, a client explains their challenge with implementing a new software system. As a focused listener, you summarize their concern: "So, you're finding it difficult to integrate the new system with your existing tools, correct?"
3?? Global Empathetic Listening: This involves understanding the broader context and the emotions behind the words, picking up on unspoken messages, and reading between the lines—listening between the words.
?? - Example: A client might say, "We’re experiencing challenges with team morale after the merger." As a global listener, you notice their tone of voice and body language, indicating frustration. You respond empathetically, "It sounds like this transition has been quite stressful for your team. How can we help alleviate some of this pressure?"
The Importance of Presence
Being present in conversations is crucial for empathetic listening. It requires setting aside distractions and focusing solely on the speaker, allowing for a deeper connection and understanding of their needs.
Techniques for Enhancing Presence
By understanding and applying these levels of listening, sales professionals can better connect with clients and address their true needs.
SLANT Method Practice
Develop active listening skills and maintain positive body language using the SLANT method.
1. Introduction to SLANT
?? - S: Sit Up – Maintain good posture to show attentiveness.
?? - L: Listen – Focus on what the speaker is saying without distractions.
?? - A:Ask Questions – Engage by asking relevant questions.
?? - N: Nod – Use nodding to demonstrate understanding.
?? - T: Track the Speaker – Follow the speaker with your eyes.
2. Self-Practice Setup:
?? - Choose a distraction-free setting.
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?? - Select a recorded video or audio conversation to practice with.
3. Practice the SLANT Method:
?? - Sit Up: Maintain good posture.
?? - Listen: Focus on the content, noting key points.
?? - Ask Questions: Pause to think about questions you might ask.
?? - Nod: Use physical cues to reinforce engagement.
?? - Track the Speaker: Keep your eyes focused.
?4. Reflection:
?? - Reflect on your experience using the SLANT method.
?? - Consider how it influenced your engagement and understanding.
?? - Write down insights or observations about your listening skills.
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5. Application:
?? - Think about how to apply SLANT in future interactions.
?? - Set personal goals to incorporate these skills into daily communication.
Introducing “Giraffe Ears”
“Giraffe Ears,” a powerful listening technique encouraging active and empathetic listening. Imagine a giraffe with its long neck, stretching to hear distant sounds. Similarly, “Giraffe Ears” involves:
- Empathy: Tune into the speaker’s emotions and perspective.
- Non-Judgment: Listen openly without evaluating or interrupting.
- Curiosity: Ask questions to explore deeper, seeking clarity.
- Focused: Be fully present, avoiding distractions.
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Next time you listen, channel your inner giraffe! ?????
In today’s competitive market, not listening is a critical missed opportunity. Salesforce’s State of Sales 2024 report shows how you can deliver personalized selling efficiently. By listening closely and using technology, you can engage prospects with the right messages at the right times. Enhance your sales success by mastering empathetic listening.
I help custom homebuilders reclaim their time, sanity and profits ... Get back 14 hrs/wk in 5 min. -----$100M Builder - Business Coach - #1 Best Selling Author - Speaker - Podcast Host - - World Wanderer…
3 个月Very helpful! Thanks for sharing.?
Author of "Above Quota Performance," Sales Trainer, Business Advisor
3 个月This is excellent advice! I found that the number one way to increase sales is to become a much better listener.
Certified Probate Real Estate Specialist, Accredited Buyer's Representative, Pricing Strategy Advisor
3 个月Thanks for the reminder
The Magic of Selling: I help Business Owners and Sales Managers boost their sales numbers by up to 25% within a year by helping your sales teams experience dramatic improvements and achieve greater success.
3 个月Hello Cherilynn, Great piece you have shared. Empathy and listening skills are two of the most crucial elements for success, especially working with salespeople in my role as a sales trainer and coach. When meeting with a prospect or client, it's essential to be genuinely empathetic. They will sense your sincerity, which helps establish you as a caring and trustworthy individual. This trust is key because people buy from those they trust. Start by being genuinely interested and curious about what the other person has to say. Strive to become an "Olympian listener"—this is a skill that can be developed over time. Remember the 80/20 rule: listen 80% of the time and speak 20%. By being an exceptional listener, you’ll not only gather valuable information but also leave a lasting impression on your prospect or client, showing them that you truly care. To be interesting, you need to show you are interested! One effective technique is to repeat back what they’ve said, as this demonstrates that you’ve heard and understood them. The more they talk, the more you learn—and they'll appreciate that you’re likely the first salesperson who really listened to them. Dan Hollis, The Magic of Selling Sales Training www.themagicofselling.net