Sales Help And Self Help
Active Listening - A Key To Sales Success
By Virden
Thornton
Active listening is a two part process that builds trust in
your prospects, customers or clients and helps them to become
more focused and candid in their response to your questions.
The following list outlines the activities that make up active
listening skills.
Phase I
• Give solid dominant eye contact (right eye) when your
customer is speaking.
• Murmur a lot and nod your head to let prospects “hear and
see” that you are listening.
• Ask the customer to clarify a point that is not understood
or is of further interest.
Phase II
• Paraphrase back what you have heard your customer say
(NOTE: paraphrasing doesn’t mean you agree with what is
said, it just lets your prospects know you heard what was
said.)
• State your impressions or feelings from what has been
said.
In one of the laboratories in Washington, D.C., there is a
great magnifying glass that measures over three feet across.
It's like the “sun glasses” we used to treasure when we were
young. This great glass gathers the rays of the sun and then
focuses them to a single point in space a few feet below. That
single spot is so hot that it can melt through a steel plate as
easily as a red-hot needle burns through paper. The terrific
heat cannot be measured because it melts all instruments. It is
just three feet of ordinary sunshine concentrated on a single
point. Scattered, these rays are hardly felt, perhaps just
pleasantly warm; concentrated, they can melt the strongest of
all metals.
This magnifying glass is an example of the power of focused
concentration. It also suggests to the serious sales
professional a way to achieve the sales and cross-sales success
you are seeking. If you want to improve any skill, including
vital questioning and listening skills, you need the power of
focused concentration to help you improve these important
selling activities.
Improvement is almost assured when you focus on an activity
for a period of time. By making a skill a priority and then
setting aside some time to practice the technique each day,
slowly you will burn the concept into your subconscious mind
until you can perform it without even thinking about it
(unconscious competence). Researchers tell us that it takes
approximately 21 days to make or break a habit. Therefore, if
you focus for about three weeks on your questioning and
listening skills, you should be well on your way to developing
some important and effective selling techniques.
Why not try focusing on your questioning or listening skills
over the next three weeks. Set aside some time each day and
then use some of the following activities to help you
concentrate on improving your ability to learn more about your
prospects, customers or clients.
1. Write down a series of questions that could help you
better execute a sales transaction. Place them in a notebook,
on cards, or in your day planner for easy reference. If you are
at a loss for words, glance down at these questions to put the
sales process back on track.
2. In each sales transaction, consciously record the number
of times you respond to a prospect’s question without first
redirecting the question to learn more about your prospect's
needs and mind set.
3. Practice questioning techniques on your family and
friends. Consciously make an effort to improve your listening
skills by practicing your questioning skills.
4. Ask co-workers to role-play with you so you can put into
practice the questioning and listening techniques discussed in
this training.
5. Using the list of questions you have prepared, role-play
in your mind how they might be used with a variety of
customers. Think of customers that you have dealt with in the
past and apply these principles with 20/20 hindsight. By
examining what you could have said, follow this new script to
its logical conclusion inside your mind. What better place is
there for you to practice perfection than in your own
imagination?
VIRDEN THORNTON is the founder and
President of The $elling Edge®, Inc. an
Ohio consulting firm specializing in
sales and sales management training,
personal coaching, advisory services
and publishing. Clients have included
Sears Optical, Eastman Kodak, IBM,
Service Linen Supply, Bank One,
Jefferson Wells International, and
Wal-Mart to name a few. Virden is the
author of the “best selling” Building
& Closing the Sale, Prospecting:
The Key To Sales Success and Close That
Sale, a video/audio tape series
published by Crisp Publications a
division of Thompson Learning. He has
also authored a client acclaimed
Self-Directed Learning series of sales,
coaching, telemarketing, and personal
productivity manuals. To obtain a
substantial discount on two of Virden's
latest books, 101 Sales Myths or
Organizing For Sales Success, go to:
http://www.TheSellingEdge.com/
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