There sale it is a moment closely related to communication, in whatever sector you are operating in. To conclude the sale of their product or service, entrepreneurs and sellers must be able to communicate in the right way with the customer in front of them.
A effective communication it allows you to empathize with others, understand their needs and, consequently, be able to satisfy them as best as possible. This is your purpose.
However, there is one aspect of this particular communication that most professionals ignore.
Do you know which one it is? THE’I listen.
Listen to your customer and you will discover what are the desires and needs that move him. In this way you will be able to offer him the specific product or service, solving, on the one hand, his problem and, on the other, reaching your sales goal.
It seems easy. Just listen, or not?
In fact, they exist different types of listening and only one can help you become a successful salesman and close all the sales you have set yourself.
This is what type of listening you need to train.
What does it mean to listen to the customer?
We are all capable of listening, but when we do, are we really focused on what our interlocutor is telling us? In the best case scenario, our concentration is already on the answer we are preparing to give, in the worst case scenario, however, we are already thinking about what we will eat for lunch.
How many times do you happen to be so focused on your product or service and pay very little attention to what the customer really expresses?
In fact, most people practicepassive listeningthat is, he simply remains silent without reacting.
Do you think this approach could entice a customer to purchase from your company?
I think not.
Ultimately, what is the winning type of listening in the sales field?
Active listening.
Potential customers are first and foremost human beings with thoughts, feelings and a whole range of “I want to say but I can’t”. Listen to your customer to be able to go beyond the words that are spoken, to understand from his gestures, hesitations or looks what he really feels he needs.
In turn, send him clear signals that show him that you have understood what he is telling you and show that you are actively participating in his experience.
Why is it important to actively listen to the customer?
If you listen to your customer you will show him that you understand what he is telling you and he will feel truly taken into consideration.
Active listening is key to lay the foundations of respect and trust.
If the customer trusts you, they will be much more likely to purchase the product or service you intend to offer them.
Why? Simply because each of us wants to be understood. We want to make sure that we are really offered what is right for us and which, in a certain sense, is exactly what we need.
In fact, listening actively allows you to get to know the customer more deeply and to choose, within the company’s production, what can best satisfy his needs.
How to become an active listener
Becoming a true listener is a process which requires attention, as well as some effort, for empathize with each other.
But the game is worth the candle because, if you are able to build some strong relationshipsnot only will the customer buy what you are selling them, but they will definitely come back to you for future purchases.
Here you are 5 tips that you can put into practice immediately.
1.
Maintain a high level of attention
If you are not attentive, but simply do not interrupt your interlocutor, you can be sure that the latter will notice.
The first effort you need to make is precisely to pay attention to everything the customer has to tell you.
How to do it?
Start putting all thoughts aside relating to your personal life, you will have the opportunity to focus on those once you leave work.
Furthermore, look the customer in the eye without getting distracted by your surroundings. If your gaze begins to wander around the room or fixate on any particular object, the other person will receive a clear signal that you are not listening to them.
Finally, try to be proactive towards the person in front of you. Don’t treat them with the clear intent of sending them away empty-handed because you don’t consider them to be your ideal customer.
2.
Listen to your customer with body language
Active listening manifests itself, first of all, through body.
What does it mean?
Hire one open and relaxed posture. The customer in front of you should not feel uncomfortable or under questioning. Avoid crossing your arms and legs excessively, but maintain relaxed positions. If you make an effort to maintain certain attitudes, there are two consequences: the first is that the interlocutor notices it, the second is that it means that you are focusing more on yourself than on him.
You just need to have a little experience to have suitable and natural behaviors.
Even thefacial expression must be relaxed, smile occasionally to show interest in what the customer is telling you.
An immediate tip, nod or express a few words of agreement every now and then, to encourage the conversation.
3.
Get the other person talking
Listening is, by definition, an activity that involves one person speaking while the other remains silent.
Avoid interrupting the other person while carrying on a conversation. This, in addition to keeping you focused on the interlocutor, is also a sign of education and is a way to show him that what he is saying has value for you and for the company you are representing at that moment.
Therefore, before you intervene to explain your point of view or give the solution, make sure that he has completed his speech.
Furthermore, at this stage you must not contradict the customer. Remember that they are there to buy the product or service you are selling and your goal is to send them home happy.
4.
Make sure you understand correctly
We often filter the information we receive through our emotions and personal experience.
This may lead you to distort what you are told. You must be absolutely certain of understand one hundred percent what the customer is explaining to you in order to satisfy his needs.
A trick to always keep the salient points of the speech present is to cyclically summarize the information collected or, if you have doubts about some passage, don’t be afraid to ask for clarification. You can ask questions or paraphrase what the customer has said to seek confirmation from him.
5.
Answer with sincerity and honesty
The moment the word passes to you, comment sincerely the topic. This step is essential to create a relationship of trust.
Respond to the other person politely. On the other hand, if you were in his place, you would want to be treated with the same care.
If your company cannot solve the customer’s problem, admit it honestly and try to direct them towards a solution. Avoid making promises you can’t keep because you would risk losing credibility towards him.
If the customer knows that he can be trusted, he will not hesitate to contact you again later; therefore, even if you haven’t closed a sale, you can always complete it later. In fact, selling is not only an activity that ends immediately, but also the ability to build customer loyalty with a view to future purchases.
Listen to your customer by implementing these behaviors and you will see a sudden improvement in your sales.
Conclusion
The ones we just saw are the main aspects that characterize active listening.
Remember: your customer has enormous value to you, your company and your work.
You can become an excellent listener if you have the right tools with which to create strong and long-lasting relationships.
Now think about how you have managed your sales to date and what are the elements you can use to achieve the professional and personal results you have always wanted.
Contact me to delve deeper into the topic and to learn about specific strategies suited to the sector in which you operate.
Until next time reading.