Everyone appreciates great listeners because they make us feel valued and respected. Once a top training priority for most organizations, listening skills seem lost in a world where interruption by people and media is commonplace.
According to the Buyer Persona Institute, “many buyers give up because nobody is really helping them.” People assume buyers give up for various reasons, usually based on what being understood and appreciated means to them.
More than processing information, listening is a skill that signals a willingness to stand alongside buyers and guide them through a journey that solves their problems. Many argue that technology creates barriers that interfere with these human connections.
Instead of using technology, consider these traditional practices guaranteed to make meaningful human connections and maximize productivity and outcomes.
1. Take notes with permission
In the old days, people considered it rude to take notes without permission. Asking for permission is an old-school tactic that boosts trust. It honors what your buyers share and promises you will treat it with the trust they’ve extended to you.
If you tend to use a laptop for note-taking, you should know the tap, tap, tap sound of a keyboard during meetings can annoy many of us. Some experts also will tell you that any physical barrier between you and the client is a psychological barrier to communication.
Consider using the free Fathom app, a hands-free tool that transcribes Zoom calls, to enhance your virtual meeting recording experience. Most people will give you permission to use it, but always ask first.
2. Communicate with body language
Hollywood actors have a knack for communicating with facial expressions, and Zoom calls teach us that we should practice this, too. Besides smiling and eye contact, how you lean in or out signals that you press an issue or give the buyer space to respond to your comment or offer.
When you start looking for body signals, you’ll discover people give off all kinds of them. If you say something and the buyer slumps or squirms, that means something. The only way you’ll know for sure is to ask them. I’ve closed many deals asking a follow-up question after reading the buyer’s body language.
3. Pay attention to trigger words
Most buyers have unique expressions or phrases that mean something specific to them, often recalling an image in their mind. These phrases will usually jump out to you because clients often repeat them.
Write these words down exactly as they are said, and put them in quotes as a reminder that you are quoting them. We trained our sales teams on this tactic so anyone who accesses notes in a client folder would instantly understand these vitally important power phrases.
One of our longtime clients informed us early in our relationship that he wanted his home to be a “showplace.” Your idea of a showplace may be completely different than someone else’s, so take the time to ask for clarification. Most importantly, use these trigger words and phrases in your proposals. You’ll discover they magically jump off the page to get attention.
Another tip is to have two representatives attend client meetings to test your team’s listening skills. Debrief immediately after meetings to compare your understanding.
Make it a game, and watch your collective listening skills grow.
