Ask the sales experts and they'll tell you that questioning is the most important selling skill a sales rep could have. But that's not quite right. You can ask questions until you're blue in the face but if you don't listen to what you have heard, the information is next to useless. Listening, i.e., comprehending what you've heard, is not something many sales reps are good at. This is because good listening is not something most people are born with. But the good news is that you can learn to be a better listener, particularly when speaking with a sales client or sales prospect by telephone. Here seven tips that will improve your listening and help you make more sales.
Tip # 1: Stop everything and focus
Perhaps the single biggest cause of poor listening is that we get distracted and lose our focus. When speaking with a client stop eating, stop drinking, stop doodling, stop working on that last file, stop checking and reading your e-mails, stop glancing at the antics around the office. In other words, stop multi-tasking. Put your head down; close your eyes if you must but focus on the person on the other end of the line. This sales tip will get you at least a sale or two a week.
Tip # 2: Be prepared to listen
Have everything you need at your finger tips. Have a pencil or pen that works; have your computer on, have handy catalogs, flyers, special offers or sales brochures that clients might refer to, have a calculator, price list, or whatever else you need to make a sale or handle an inquiry. Have job aids posted, have your script or call guide at your finger tips. If you're not prepared you're distracted while you search and if you're distracted your listening suffers. Scrounging around doesn't seem like much but it doesn't take much to miss a vital point.
Tip # 3: Evaluate what you hear
On the phone, clients communicate in two ways: words and tone. What is significant here is that research shows that as much as 86% of a message delivered over the phone is through the tone of a voice. This is particularly important when it comes to buying signals and objections. For example, suppose you ask a client if improved delivery is important to them and they give you a neutral-toned reply of yes, chances are it's not a big issue. If they give you a more 'resounding' reply of yes, you've struck a key point. This is where you want to dig deeper and explore the implications. The real point here is that you need to be alert to the subtleties of communication. The same hold true with objections. Suppose you respond to an objection and then ask the client, "... does that clear that point up?" If the client responds rather lamely 'yes' you can bet your bottom dollar (and the sale) that you have NOT cleared things up. You need to act on the tone and clarify.
Tip # 4: Concentrate on the Main Sales Message
Talk about obvious. Boiled down to it's simplest form, this is where you should 'shut up', not say a word and let the customer sing to his heart's content. This is known is as "active" listening where you are focused on the key and relevant points. Put another way, DON'T interrupt. Of course, the best way to make this happen is to begin your questioning with open ended questions that get the client to open up so that you can 'actively listen." Use phrases like, "Tell me about..." or "Explain to me..." or "Describe for me..." These questions invite the client to give you information.
At this stage, it is vital that you concentrate on precisely what the client is saying from two perspectives. First, from the client's perspective, understand that most prospects and customers tend to beat around the bush before they get to the heart of the matter. Sometimes it takes a minute or two before the client truly articulates a concern, a need or a key point. Why? Because not everyone is a gifted orator and so they often answer a question from two or three angles. Give them that time. Let them run lose for a while.
From the sales rep's perspective, some reps ask open ended questions but they are NOT listening to the answer. Instead, they have their pitch ready and raring to go and are simply waiting to speak again. This happens to reps that have set their own personal agenda regardless of what the might client might say. In a similar manner, many reps fail to listen because they are preparing a rebuttal to a remark they have just heard. This often occurs when a client tosses out an objection. The rep hears the objection and busily begins to craft an answer instead of hearing out the rest of the concern. All too often vital information is missed because the rep was off in another world composing a reply. The trick is to note the objection (see Step #7) and concentrate the rest of the remark so that nothing is missed.
Tip #5: Investigate what you have heard
Listening is not a simple matter of zipping up. Of course, being quiet is part of listening but so too is investigating. Investigate means to question. This is known as "interactive listening" whereby you use questions to clarify, verify and confirm the information presented to you. This is your chance to speak but only after you have given the client his or her day in court. Using your notes (Step 7), go back and clarify points of confusion or delve into other areas that need addressing. If you don't understand, ask, ask, and ask!
Tip #6: Acknowledge what you have heard
Perhaps one of the best ways to listen is to get into the habit of repeating back or paraphrasing what you have heard and asking for confirmation. Use a phrase like, "Jason, let me see if I've got this straight, you said that...(list the key points the client made)...is that correct?" Here's another great phrase, "Jeannie, let me summarize...Is there anything I missed?" Or how about this, "Jen, so what you're telling me is..., right?" This 'recap and acknowledge' strategy is extremely powerful. First of all, you must tune in, listen and take notes for you to summarize the situation. And second, you create a great failsafe sales process: if you miss anything, the client can correct, remind or elaborate on the point.
Tip #7: Take notes
The best way to listen is to listen with a pen in your hand. Take notes. Tell your client that you'll be taking notes as you go. They'll appreciate it. It gives them peace of mind. It suggests to them that you are thorough. They also have a tendency to slow down a bit which makes listening and note taking that much easier. Write in point form. Don't worry about getting every word in a sentence. If you miss something or you don't understand something, put a circle around it or put a big question mark beside it. When it is time for you to 'investigate' use your notes to guide you. Preface your question with trigger phrases such, "I have a note here on my pad. You said something about... and I did not quite get it. Could you elaborate?"
Taking notes is almost a forgotten art particularly in tele-sales. This is often due to complacency. The rep figures he's 'heard it all before' and the need to jot down notes is not necessary. Big mistake. Writing notes keeps your focus and concentration.
Surprisingly, listening is not all that difficult. But it does require conscious thought. Don't take it for granted. You have to consciously tell yourself "don't interrupt" or "make a note of that." Listening requires effort and practice. Practice these steps and watch your sales grow.
