The Value of Listening
Friday, November 20th, 2009By: Robert Penaloza, Vice President, Business Development
In the beginning of any prospective new business relationship, the importance of asking the customer the “right”, and often times, “tough” questions, is crucial. Listening to the answers to those questions takes experience, skill and the ability to really “listen”.
Improving listening skills is beneficial to everyone, not just those involved in new business development activities. In the sales arena, good listeners will be seen as a collaborative partner in the discovery process, and the speaker is more apt to listen to your spoken word.
There are hundreds of books and classes on the ‘art of listening’. Don’t have the time to read a book or take a class? Here are some quick tried and true reminders:
- Give the speaker your undivided attention
- Recognize what is not said
- Demonstrate your attention to the speaker using the right body language
- Provide feedback by asking & clarifying questions
- Don’t interrupt the speaker. Listening is not a race. Interrupting frustrates the speaker and can limit the listeners full understanding
- Silence is golden. Give the speaker time to tell you everything they have to say.
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