Required Action for Listening

To be successful in sales, management, marketing, and just relationships in general, we have to listen.? That sounds simple, but there is one thing we don’t’ do enough while listening: We don’t shut up. I know that seems obvious, but a lot of us end up over talking.? There are two specific moments in which we need to shut up more: the first is after we finish a sales presentation, and the second is after asking a question.????

At the end of the presentation when we say, “The total cost is,” …just shut up.? We’re done!? We want the customer to speak next.? It’s natural to be nervous.? And because we want them to say yes, we often try to re-explain ourselves and our values.? But the harsh truth is, if you need to do that, you have missed something in the process, and my guess is they won’t say yes anyway.? Let the silence sit there and give the future customer the opportunity to tell you what they like, what they don’t like, what questions they have, etc. You are either about to get a yes, or some good information.? Whatever they say, process it first. ?Don’t try to overcome whatever objection you think they have.? Shut up.? Listen.? Process.? Then you might need to clarify their question.? ?????????

The other time I see us over-talking is after we ask a question.? Do you shut up after asking questions? We all know the answer should be yes.? However, many people will ask a question, then restate it, then answer it, then re-restate it, then answer it again, and then move on to asking a different question.? At the end of all this you are left with a missed opportunity and an unanswered question(s). ?So you really should just ask the question and shut up. (This paragraph is an example of how people ask questions and then don’t shut up).???

Listening to understand is one of the most difficult things we are asked to do because we have been trained?to respond to perceived barriers and objections our customers might have.? Although it may be easier to just keep talking or fill the silence, it ends up being more detrimental to your relationship with the customer or future customer. So just shut up already.???

"I remind myself every morning: Nothing I say this day will teach me anything. So if I'm going to learn, I must do it by listening.” – Larry King???