When people were surveyed why they didn’t buy from a particular salesperson, 86% responded, “I felt they didn’t understand my business”. Listening is a major part of sales. Many salespeople have found success by learning to be good listeners. Active listening is a common term used for people that listen and understand what they are told, but how do we become an active listener? What activities are involved in being a good listener? It can be tough to pinpoint attributes of an active listener. However, there are methods to refine our listening skills to become a more active listener.
When we are interested in a story someone is telling us, what is our body language like? We probably maintain eye contact and lean in to hear all the details. Do we ask questions to get a clearer idea of what the speaker is talking about? Of course, it’s an INTERESTING story, we want the details. So why do we, as salespeople, often zone out during sales calls. Yes, we are attentive when the prospect talks to us but often we are waiting to tell them why they should buy or what we will say next. Don’t fall into this trap. Let them talk. Listen to what they are saying. If we are asking good questions and listening to the answers, they are likely telling us how to close them.
Active listening is a subtle skill. The most obvious signs are nodding the head and our verbal clues, “m-hmm”, “ok”, “right” etc. But often salespeople do these things and really aren’t paying close attention. Here are some strategies to become a more active listener:
Paraphrasing – Repeat back in your own words what the prospect has to say. Do not parrot them but rather repeat back the main points and check for understanding. In paraphrasing make sure not to color the comments with your own point of view. This means, don’t oddly emphasize where your prospect has not like, “So you REALLY have a problem.” Once you’ve paraphrased, check for understanding, “Did I get that right? Anything important I missed? Is there anything you want to add?”
Stamping – If your prospect has opened up and is sharing an emotion with you, here is a wonderful way to create a powerful bond. Stamp your approval on their feeling. The prospect says, “I am so frustrated that I keep telling my people to change it, but they never do.” Salesperson responds, “That makes sense to me. If I was in your shoes, and I kept telling my people to change it, and they never did, I’d be frustrated too.” Stamping allows our prospect to feel safe, comfortable, and will then share with us on a deeper level.
Silence – Studies have shown that an average salesperson can leave only about 1.6 seconds of silence before they feel compelled to fill it. The golden silence rule suggests we leave up to 6 seconds of silence. That may not sound like much but try it – when you first begin it will feel like an eternity. Frequently the prospect is merely organizing their thoughts in that 6 seconds and we jump in and redirect the conversation.
Active listening is a hard skill to turn off and on. It is something that needs to be refined and practiced. If you are a note taker, ask if it’s OK to take notes. Be prospect focused and listen intently. Most importantly, let the prospect talk. We can’t fall into the trap of talking their ear off about our products and services. Ask questions and don’t be afraid of the silence.
When we listen, we show that we care about our prospect’s problems. Not only that, but we are better prepared to offer them a solution. We can’t offer a solution to a problem unless we fully understand it. The only way to understand anything is by asking questions, listening, and understanding the situation. Active listening is the key to understand the prospect’s problem and sell them an appropriate solution. Our success as salespeople is directly proportionate to how much information we get not give.
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