Are you Listening to Your Clients?

Oftentimes, emphasis on what makes a good sales person is placed on the ability to close a sale or knowledge of our products or even a gift for gab. However, we overlook how well we listen to our clients.  It is that vital first step we take for granted as we steam roll through to give our opinion, our recommendations, and our knowledge.  The results of this misstep can be as obvious as a client who storms out of your showroom insulted, as subtle as the use of an analogy that your client could not relate to and as serious as selling your client a system that was not really designed with their needs or wants in mind.
Avoid the uglier side of the sales process and connect with your clients by actively listening. Active listening involves focusing your attention on the person you are speaking with and making a concerted effort to understand the complete message of what is being said.  Be a better listener:

1. Give them your undivided attention signaling that you are interested in what they have to say.
   1. Make eye contact
   2. Your whole body should be aimed towards them with an open stance
   3. Give verbal cues that they still have your attention as they speak (i.e. “uh-huh” or “I see”)
   4. Encourage them to open up.
      1. Learn their name and repeat it in conversation
      2. Ask open-ended questions encouraging them to tell you more about themselves, why they came to see you, what they want/need or don’t want/don’t need.
      3. Process the information and show them you were indeed listening.
         1. Restate the key points they made (e.g., “so John I heard you say that you want x, y, and z…is that correct?”). This will also help to clarify points.
         2. Jot down important information and key points where important.
         3. Make sure to stay focused.
            1. Eliminate distractions (i.e. phone ringing, answering emails, talking to other people, etc.)
            2. Your mind may wander; make an effort to refocus on the conversation at hand.
            3. Follow up.
               1. Be sure to jot down their contact information.
               2. Send them a summary of what was discussed and next steps.

When we really listen, our client feels it and they will appreciate it. Additionally, because we listened to them we are better prepared to tailor a system to their needs. Happy clients mean repeat and referral which is magic in our business. Seems like common sense but we can all use a little refresher now and again.

Melinda Foster is a member of rAVe’s BlogSquad.