How well do I summarize what my prospect/client has just said to me? Do I offer back something like “George, may I reflect back to you what I just heard?” Then do I say “what did I miss or fail to understand?” Several weeks ago in PC we discussed the “20 Technique Barriers” (out of No Guts No Gain material) and I discovered a little gem. On the list of barriers number 11, which indiscreetly, is “Summarizing!” Many of us would overlook that one and go on to the next one and the one after that. But, reflecting deeply this is where salespeople miss a huge opportunity in gaining trust. How many times have you been in a conversation with someone and stated something of real importance to you and the other person missed it? Or, you knew they really weren’t listening. How did that make you feel? More valued or less valued? What did this do for your trust level? Google Stephen Covey’s “5 Steps of Listening” and you’ll read from a low of ignoring to the highest of empathic listening. Which one when you’re speaking something of importance do you want your listener to be practicing?
I recently learned something new about the difference between hearing and listening. Hearing is biological and listening is behavioral. In other words hearing happens, but listening requires the right attitude, energy to listen and technique (asking questions, tone of voice, and not making pre- determined judgments). We all hear, but do we really know how to listen? Do we really care? Carefrontation - a new slogan meaning that I care enough to say something even if it might create a conflict. What if on a sales call your customer or prospect might go down a path that is not in their best interest? Would you let them go down that path or would you question their position? Caring enough to confront (in a nurturing assertive way) might pay off better dividends than saying nothing.
How does this relate to summarizing? Well, if I just heard something that needs to be addressed, I can ask a question like “George you just said something interesting, could I restate what I just heard? If the prospect agrees to your sound listening, yet you want to question their stance, you could say something like “there must be a reason you just said that or feel that way.” Could you elaborate a little more? Next time you’re having a conversation (especially on a sales call) try this approach and ask yourself these questions. How did my prospect react? How were my listening skills sharpened by practicing this? What did I learn when using this technique? What was the outcome of practicing this with real intent? Tell me again, how would you like to be listened to?
Good Selling,
Jim Dunn
Sandler Trainer
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