Sell by Caring

Continuing on how the 80/20 rule applies in sales I am reposting this article on listening.  This skill is essential to success in sales and if you have not mastered it yet, this is a good time to work on your ability to truly “hear” your clients and prospects.  If you feel you are a good listener – a review never hurts and may help you to tweak your skill to be even more effective.

Brian Tracy (author of over 45 books including the Power of Achievement) wrote a post titled “Listening Builds Self-Esteem”.  He pointed out that listening builds the customer’s self esteem.  Tracy quotes that:

“Rapt attention is the highest form of flattery”.

Get where this is going?  We hear it often yet how many of us truly practice listening to our prospects and clients?  Or if we are listening are we also mentally forming our reply even before they have finished their sentence?

It irks me when sales professionals are referred to as good talkers.  Or, and I have heard this more than once “s/he would be great in sales because they are so talkative”.  Sadly, many in our profession are still not listening enough to really hear.  The 80/20 rule comes into play.

Listen 80% of the time and talk or respond 20%.

There is also the adage of 2 ears – 1 mouth, use them in that proportion.

Whichever one we connect with – we need to apply to our interactions with prospects, clients and others in our lives.

As Tracy points out, when you listen intently to someone and they get the feeling you genuinely care about what they are saying, their feeling of personal value increases.

Wow, isn’t that a great way to build a relationship?

The other person feels good about themselves and that you care about their situation.  On top of that, you are truly hearing them so you have a clear understanding of what they are telling you.

It has been my experience that when I focus and listen to someone they will tell me all sorts of things.  Some may not be pertinent to the situation but often there are nuggets that help me to gain understanding of their situation.  Since I am in listening mode I can ask questions to gain clarity and a deeper understanding.  All the while the prospect or client is feeling good about themselves and some of that rubs off on me.

We have a relationship that is not just sales focused.

We are learning about each other as the conversation continues.  This rapport carries over to future contacts.  When I phone them the likelihood of taking my call is greater.

I hope you see how this translates to other relationships as well.  Apply the 80/20 rule to interactions with your significant other.  It builds their self esteem and they feel you genuinely care about them – what will be the impact on your relationship?

How about your boss?

Your kids?

Tracy ended his post with these action exercises:

• First, take every opportunity to make the other person feel important by listening attentively to what he or she says.
• Second, avoid interrupting the other person by slowing down and pausing for a few moments after he or she has stopped speaking.

The upside far outweighs the downside.  It takes practice and patience.  Good luck and happy listening!

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