Today, we are going to talk about the importance of listening for salespeople. That might sound ridiculous. You might be thinking, “Well, of course I listen to the buyer”. I can assure you my wife often complains that I am not listening to her, so we may be deluding ourselves as to what level of world champion listener we actually are. You might be thinking, “well listening to my partner may have a few flaws, but I am a legend when listening to people who can pay money and buy from me”. We think we are listening, but are we really listening? Are we listening for what is not being said. Are we listening with our eyes? If you have ever lived in a country where you don’t speak the language or don’t speak it well, your senses, especially your eyes, become so attuned to communication through body language and tone etc. When we are capable in the language we get lazy, especially if it is our native language. Let’s go deep on understanding if we are a good enough listener or not.
There are five levels of listening.
IgnoreYou might be saying to yourself, “wait a minute, I never ignore the client when they are speaking”. Is that true though? The client may say something that triggers a strong thought in our mind. We are now diverted from what they are saying, to what we are thinking. We are now seized on some vital point we need to make back to them, given what they have just said. In effect, we are no longer paying full attention to them because we are consumed by our own thoughts. Fundamentally, whatever they are now saying has drifted off into the mist and we are fixated on this key point we are bursting to make.
2. Pretend.
In this case we are nodding our head and looking like we are concentrating, but we may not be really taking in what we are being told. I am reminded of that Robert Palmer song lyric from his hit “Addicted to Love” about “the lights were on, but you’re not home”, meaning your eyes are open, but you are not listening to me. Again, our mind may be working on what we are going to say. We may have been given an indication from the client on something that interests them and we are getting ready to tell them all about it. Or if we hear something that sounds like buyer resistance. We are now mentally getting our evidence ready to go into battle with the client. We are playing out the conversation we are about to have in our mind and have left participating in the one happening right at this moment. Come on – admit it – you have done this during a sales call. I know I have.
3. Selective
Salespeople have a highly tuned ability to hear buying signals and key information. Our listening skills are directed only to hear a “yes” or a “no” and nothing else. There may be key information attached to that “yes” or “no” but we are not listening for that. We are filtering what we hear, according to our interests. Effectively we are only partially listening to the client. We do this because we have to be efficient. That is a good thing, efficiency, but are we being effective? Japanese is a good language for salespeople. It forces you to hear the client out because the verb comes right at the end of the sentence. You don’t know if it is a positive, negative, past tense, future tense or present tense statement until the very end of what they are saying. In English, the verb pops up in the middle of the sentence, so we can start blasting away with our reply manufacturing process while they are still talking.
We often hear a “yes” or a “no” and we just dump everything else waiting for a break in the traffic, so we can jump in. There may be vital information coming after that indication which we are ignorant of, because we have jumped the gun on our reply formation process.
4. Attentive
In this case we are giving the client our full attention. We are not filtering for buying signs or resistance. We are not interrupting the buyer. We are paraphrasing back to them what we heard. We are not thinking what we are going to say, because we are fully absorbed by what they are saying.
5. Empathetic
This is the highest form of listening, where we are listening with our eyes as well as our ears. We are reading what is going on behind the words. We are conscious of what is not being said and we are listening to the tone of how we are being told the information. We are trying to “meet the buyer in the conversation going on in their mind”.
So, how did you score your listening skills when talking to buyers? Could you do a better job of listening? I think I should do a lot more with my listening skills starting with my wife! It will be a good practice for listening to buyers during my sale’s calls.
