Everywhere you look these days, you see all kinds of advertisements for new and exciting sales motivation books, kits and seminars. They often promise "dynamic" results, "instant" success and "satisfaction guaranteed" --! Without casting aspersions on any of these plans (undoubtedly some offer valuable ideas and insights) I wonder how much need there is for a "miracle cure" for hum-drum sales. Instead, what about just returning to one of the basic components of good salesmanship... effective listening skills?
Like a lot of the "basics" we all learn when starting out in customer service, the ability to listen effectively and react appropriately can easily be taken for granted. So, I hope you'll "listen up" while I remind you about the importance of this critical sales tool!
Positive Attitude
One of the keys to becoming a good listener and a good sales person is positive attitude. How many of us rush to work every morning, determined to do some good work in the community? Are we starting out with thoughts of making our customers' lives easier and more productive through the company we represent and the products we offer? After all, if your products can't make people's lives any better, why offer them? It doesn't matter whether you're repairing cars, selling shoes or servicing water softeners. Making people's lives better and giving them more than their money's worth is what business is all about. It's the right thing to do. If it's what you do, you'll be rewarded for it because your customers will keep coming back in the future.
Listen for customer needs that you can fulfill. Listen as customers describe things that impact negatively on their lives. Turn those negatives into positives as you demonstrate how your products and services can help.
Genuine Interest in Customer Concerns
Too many sales people are just interested in making the sale; they forget that in any business, customer service is critical. This service starts before the sale is made. Sometimes it means you have to take a lot of time to let customers tell you the whole story about their home, their family or whatever else is on their minds. What they're really telling you is that they're beginning to trust you and they're willing to let you help them solve problems. The next time you find yourself listening to a potential customer's long-winded life story -- consider yourself fortunate! You could be hooking a customer with long-term potential.
Let customers tell the whole story. Learn to appreciate the emotion behind their words. Listen to what customers say "between the lines" about what they need from you.
Think About Customers' Long Term Needs
A lot of times when we go out to make a sale we get so involved in the actual sales process -- the process of convincing a customer to commit to doing something -- we forget that what happens after the sale is important, too. It is a frequent complaint of general managers that sales people will promise anything just to get a signature on the bottom line. Sales people counter with the argument that management won't commit the extra resources it takes to satisfy the needs of particular customers. In the end, it really doesn't matter who's right or wrong. What's important is that both managers and sales people need to work together better, and have a "long term" customer sales and service perspective. Many of the problems with service that develop after a customer contract is signed can be eliminated if sales people will take more time listen to customer needs. Management can assure that those needs are met by working closer with sales people to listen to concerns they have and define what can and cannot be done for service after the sale.
Concentrate on the content of what customers tell you. Listen for general ideas they present about their lifestyle (or their business, if you're dealing with a commercial account). What conflicts are occurring in their experience now? Typically, customers will present facts that prove the validity of their ideas about current conflict situations.
Judge the situation by shutting out distractions, taking effective notes about what's being said, and judging your customers' needs by the way they express them - - not necessarily the words they choose in the process. Make sure you listen effectively, so you can offer the best solution for the problems at hand.
Managing Your Reactions
Managing your reactions involves a lot more than just what you say to customers. From the start, it has to do with what you think about a situation -- because your thinking is what triggers how you'll react. Be more aware of the total message you send to customers through your choice of clothing, speech and behaviors. Be aware, too, that the place in which you meet with customers will influence the business that transpires there.
Are you dressed appropriately, and equipped with all the proper equipment you need to present a professional appearance? Do you respond logically to customer inquiries by trying to see why questions and objections are being raised? Do you look relaxed and confident... as if you're ready to listen to the customer's needs? Have you chosen an environment that's conducive to effective, meaningful communication... or are there distractions which might prevent the customer from giving you full attention, and keep you from listening effectively?
Summary
These are just a few suggestions for fine-tuning an important salesmanship tool that's easily neglected. By remembering these tips for effective listening, you'll be more in tune with customers' needs -- and more able to fit the products and services you offer with the needs (spoken or unspoken) that customers present.
Remember, too, that these listening skills are not exclusively for sales people to use when meeting with customers. They're also good suggestions for corporate listening. Use them when dealing with your co- workers, to avoid the conflicts and misunderstandings that lead to problems at work. Use them on the group level as you keep your company's organizational "ear" to the ground... to sense what's going on with your customers and the community.
Employing these techniques on an individual and group level will keep you clued in to what people are thinking, what they need, and what they want from you. You'll be a better communicator and a better sales person. All you have to do is -- Listen Up!