To become excellent at listening there are three main techniques:

1. Build high levels of rapport and trust your instincts

When two people have established high levels of rapport they unconsciously pick-up on the feelings of each other. The quickest way to build a deep connection with the other person is to match their breathing. At this point the sales person may get an instinct about something the customer ‘feels’, which is important feedback that is driven from their unconscious mind.

Trusting these instincts can sometimes prove to be a challenge for people who work in a corporate, logical environment, yet the ability to ‘listen’ and act upon these instincts can make the difference between a good listener and a great listener.

If for example, you have created rapport and start to feel nervous, then chances are so is your customer. Imagine the impact of asking, “I’m getting a sense that you’re feeling nervous about this, what specific concerns do you have?” will have on your customer.

2. Demonstrate that you are paying attention

This really encourages the customer to continue talking and helps put them at ease because they can see that you’re interested in what they are saying.

Using noncommittal words with a positive voice tone that neither agree or disagree with what is being said, will ensure that the customer remains motivated to want to continue talking.

For example, “I see”/ “Uh-huh”/ “That’s interesting” are great ways to achieve this. Nodding your head and taking written notes are also effective when demonstrating your interest.

3. Clarifying your understanding

Adopting a consultative approach means that it’s vital to fully appreciate your prospect’s requirements. Even if you think that your prospect has made them very clear, it’s good practice to summarise your understanding of them.

For example: “So what you’re saying is (requirement).” “You obviously value (requirement) as being very important to you.”

These summaries will strengthen your relationship and demonstrate a genuine desire to really understand what they want.

Rephrase their main points at regular intervals and ‘play them back’ to them. This helps them see if they have said exactly what they wanted to say and to make sure you understand. Put their feelings into words. This will help them evaluate and perhaps modify their statement…and it gives further evidence of your understanding.

Today’s News: Following on from yesterday’s Salesopedia interview, I wanted to highlight this comment received from Steve Bistritz

“I have just co-authored a book called Selling to the C-Suite that will be published by McGraw Hill and available on September 11, 2009. The book can be pre-ordered from any of the on-line book stores now.

In it, we reveal the secrets of selling to the C-suite from the executive’s perspective. The book is based on research we conducted with CXO-level executives around the world where we asked them about their relatonships with professional salespeople. Some of what they said might surprise you!

For example, executives do not shy away from presentations from professional salespeople as long as salespeople listen before proposing a solution. Executives want to hear solutions to their problems – but only when offered from a perspective of knowledge about their industry, as well as their company.

In the book we also discuss the importance of determining the relevant executive for each sales opportunity. This is probably the most important concept revealed in the book – and it is also the core concept of my workshop on selling to executives.

For more information about the book, go to the Home Page on http://www.sellxl.com“

That’s it for this week – as ever, have a great w/e – JF

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