To effectively handle objections, being an exceptional communicator is crucial. In sales and relationship-building, strong communication involves being a good listener and asking insightful questions to fully understand your clients and their needs.

 The Importance of Listening

Many of us can benefit from improving our listening skills. Our workdays are often packed with distractions, making it easy to lose focus. Ensure that all distractions, such as phones and PDAs, are turned off so you can give your full attention to your client.

 The Impact of Active Listening

How do you feel when someone shows genuine interest and enthusiasm for what you have to say? It’s flattering to know someone values your input! An engaged listener makes you feel appreciated, confident, and positive about yourself.

Conversely, poor listeners are often perceived as rude and disinterested. They fail to acknowledge others’ opinions, feelings, and experiences. You’re much more likely to secure a sale by listening attentively to your client than by adopting the persona of a slick-talking salesperson who dominates the conversation.

 Embrace the Motto

“Listen and learn” is an excellent motto for anyone in sales. By truly hearing what your clients have to say, you can better address their concerns and build stronger relationships.

Active Listening

Active listening means that we make a conscious decision to try to understand things from the speaker’s point of view. It includes letting the speaker know that we are listening and that we have understood what was said. This is not the same as hearing, which is a physical process, where sound enters the eardrum and messages are passed to the brain. Active listening can be described as an attitude that leads to listening for shared understanding.

When we make a decision to listen for total meaning, we listen for the content of what is being said as well as the attitude behind what is being said. Is the speaker happy, angry, excited, sad…?

Responding to Feelings

The content of what people say is important, but the emotions behind those words truly enrich the message. Responding to the speaker’s feelings adds depth to your listening. Are they feeling disgusted and angry, or are they in love and excited? They might even be ambivalent!

Acknowledging these emotions in your responses can enhance the conversation and create a more meaningful connection. Engaging with the feelings expressed allows you to validate the speaker’s experience and fosters a deeper understanding.

Reading Cues

Really listening means that we are also very conscious of the non-verbal aspects of the conversation.

  • What are the speaker’s facial expressions, hand gestures, and posture telling us?
  • Is their voice loud or shaky?
  • Are they stressing certain points?
  • Are they mumbling or having difficulty finding the words they want to say?

Demonstration Cues

When listening to someone, employing certain techniques can demonstrate to the speaker that you are engaged, as long as you genuinely mean them.

 Physical Indicators

  • Eye Contact: Maintain eye contact to show you are focused.
  • Nodding: Nod your head occasionally to indicate understanding.
  • Leaning In: Lean slightly toward the speaker to express interest.

 Verbal Cues

Use verbal affirmations or phrases like:

  • “Uh-huh.”
  • “Go on.”
  • “Really!”
  • “Then what?”

 Clarifying Questions and Summarizing Statements

Asking questions for clarification or summarizing can further enhance your engagement. Examples include:

  • “Do you mean they were charging R80.00 for just a cup of coffee?”
  • “So after you got a cab, arrived at the store, and found the right sales clerk, what happened next?”

These techniques not only show that you are listening but also encourage the speaker to share more, fostering a deeper conversation.

Tips for Becoming a Better Listener

  • Make a Decision to Listen: Commit to focusing on the speaker. Eliminate distractions and give them your undivided attention.
  • Avoid Interrupting: Allow the speaker to finish their thoughts. Respect their process and wait to ask questions or make comments until they have concluded.
  • Maintain Focus: Keep your eyes on the speaker and your ears attuned to their voice. Avoid letting your gaze wander around the room, as this can lead to distractions.
  • Document Conversations: Carry a notebook or create a conversation file on your computer. Record the topics discussed, who spoke more (were you listening or talking?), what you learned, and the who, what, when, where, why, and how aspects of each discussion. After 8-10 entries, evaluate your listening skills.
  • Ask Questions: Inquire throughout the conversation to show that you are engaged and interested. Summarizing and paraphrasing what you’ve heard also reinforces that you are listening.
  • Set an Example: Demonstrating good listening skills can be contagious. If you want others to communicate effectively at work, model excellent listening behavior yourself.
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