Improved listening skills will lead to improved sales
By Mike Muetzel

Ever wonder why the strongest guys in baseball are often not the best fielders or pitchers? Ever wonder why the strongest weightlifter in the Olympics is not the same athlete that can throw the shot put for the most distance? After all, the only rule is to stay in the circle and throw the steel ball as far as possible. Ever wonder why even Tiger Woods needs a golf coach?

The answers are no surprise to the best salespeople. The answers can be found in the difference between pure strength, passion and energy, and understanding and mastering techniques.

The best salespeople understand that communication skills are important, but practicing great communication techniques are even more important. When it comes to the best, there is no such thing as a “natural” salesperson. It takes a little empathy, an open mind to new opportunities, and dedication to positioning yourself as your client’s top consultant every day.

For example, I cringe when I hear folks suggest that someone with a charismatic gift of gab is a natural salesperson. In fact, the opposite is true. Great salespeople are not great talkers. They are great listeners. They are great at understanding client needs and then offering meaningful solutions.

Being a great listener is a tough assignment. Overcoming the barriers to being a great listener is a learned technique. By overcoming the following three primary barriers, you will identify more of what your customer is looking for, thus putting you and the benefits of your products in a better position to offer more specific solutions.

No. 1: Listening is not natural
What if I were to suggest that this whole listening deficiency thing is not really your fault? Do you feel better? When I ask my workshop classes to describe or define communication, the answers are relatively common. Reading, writing and speaking are all common answers.

We all have had training in communication through writing, classes and learning to speak in front of others. But, how many of us have had classes in listening? Since most of our communication in the sales process is done verbally, I might argue that we have been trained in half the process.

The human brain functions at a rate of two to four times faster than human speech. Thus after hearing only a few words or thoughts, our brains automatically cut off the listening portion and immediately begin to formulate our responses. We even get frustrated waiting for the client to finish whatever it is they are rambling about (since we are no longer listening). We want to correct their errors, or let them know the solutions. Thus Barrier No. 2.

No. 2: Sometimes clients just don’t understand
Do you have clients that always seem to bring up an issue that happened five years ago? Or a story you have heard repeatedly? You just want to say let it be. Do you remember the times you explained the answer and thought “now I need to do it again” … with a smile? Maybe you heard it again, but were you truly listening?

The key problem here is us, or rather, if not us, then our brains. In this world of immediate answers, immediate gratification, job stress, challenges, PDAs and multi-tasking, our brains get a little frustrated and speed ahead. It is a wonderful thing, being able to fast-forward out of dialog we were not that focused on to begin with. We all do it. But, what if the key element that will put us in a position to solve their problems, help their budgets, build their sales, separate what we can offer from all others – comes after our brain kicked in and our listening cut out? This brings us to overcoming Barrier No. 3.

No. 3: What to listen for
We naturally assume that listening is like breathing; it comes automatically. Listening does not come naturally. It is more dangerous, because we think we are listening, and in reality we need to concentrate.

This is where the techniques come into play. The best of the best understand that the appropriate open questions, delivered in a professional way, will ultimately make listening interesting and fun. The technique is really a game of skill.

As you prepare for each meeting, establish a goal. The goal might be a new piece of information about your customer. Now, what types of questions would be appropriate for you to ask to lead your client into sharing information? My favorite question to ask a client is: “What are the three things you believe your team does well?” Followed by, “What areas are you working to improve?” If I was listening, somewhere in my clients open sharing; I heard an issue, a need, an area that we can make a positive difference in their business. It is a technique.

Keep in mind that the best sales calls are not delivered verbatim. Listen, smile and find the right time to ask your prepared questions. I did not say, “Good morning,” and then first ask the question. Again, you will be working on the technique of listening. If you can improve your preparation and listening, your ability to be the best consultative salesperson or the preferred supplier in your market will rise dramatically.

You have been in this game a while. What other types of techniques can you develop for yourself to improve your skills? You might figure out some that are even better than these. Use techniques to break down the barriers. Your calls will be more interesting, your listening will improve and important relationships will grow deeper.

Mike Muetzel is a nationally recognized author and management resource. For more from Mike Muetzel, visit www.unlockthemysteries.com