client. This lets your client know you are paying attention and have reached the same level of understanding in the conversation.
2. LISTEN TO A CLIENT AT THE OPTIMAL TENSION LEVEL Stress is usually measured on a bell-shaped curve of 0 to 100, with 0 as a very relaxed state and 100 as an anxiety state at which some people may have a hard time thinking logically. The optimal listening tension is the same place enthusiasm thrives – in the 30 to 40 range. You feel good when there is just enough stress to cause you to produce and achieve.
A good way to keep yourself attentive, gain more infor- mation, and be a better listener is to keep alert. Grip the edge of your chair or stand up if possible. Studies show that the more attentive and alert you are, the more infor- mation you will retain.
3. EXCHANGE INFORMATION Good salespeople know you can’t sell unless you find a need – and, to find a need, you must know how to ask questions. A good listener doesn’t ask too many ques- tions, however. Give prospects the reasons you want to know something. Simply give them past experiences. Your chances of getting the right information will be greatly enhanced. You will also develop trust and empa- thy with your client.
4. ADJUST TO EMOTION-LADEN WORDS You have a holding tank of words that trigger emotions. These are words that cause you to stop listening and focus on a bad or good experience – such as inflation, bills, vacation, interest rates, etc. These words all conjure up intense feelings, but they also distract you from your cli- ent’s needs. A good way to avoid falling into the emotions these words evoke is to empathize with the client as to the reason he or she is using the word. Listen to the usage of that word from the client’s point of view, instead of react- ing to it from your own.
5. HEAR THE SPEAKER OUT
How many times have you cut in on clients – interrupt- ing them before they have completed their thoughts? We all dislike being interrupted. We all want to be heard and have a desire to say what is on our minds. Find out what your client is trying to say first. A lot of clients go through the decision-making process by thinking aloud and may not reach a decision until they finish talking. When the time comes for you to respond, let the client catch his or her breath before you speak. This gives your client the idea that you are not only listening but also thinking about your response.
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6. LISTEN TO EMOTIONS AS WELL AS FACTS It has been said that communication is 20 percent about the facts and 80 percent about the emotion – the emo- tion we all have and put into every thought. If you are only listening to the facts, you are only receiving 20 percent of the conversation. Listen for the emotions in your client’s conversation, and you can receive the entire message.
7. PREPARE FOR A CONVERSATION Have an outline of previous conversations in front of you when you talk. It gives you a good idea of other questions to ask and allows you to put information into a logical and flowing framework for ready referral. Keep eye contact with the speaker. Taking your eyes off your client to take notes is not only discourteous, but also loses the rapport you have built up.
8. ADJUST THOUGHT SPEED TO SPEECH SPEED We speak at approximately 200 words per minute, but think at around 800. A poor listener drifts off and easily becomes distracted. When you find yourself having a hard time paying attention, try to anticipate what your client is going to say next. Mentally summarize what has been said up to that point. Keep a mental bank of the main ideas your client has made.
Being a good listener takes work and practice. The
end result of listening to your clients’ real needs? You can establish a closer relationship through deeper trust and understanding. This makes the listening effort well worth your while.
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