By listening attentively a sales person is able to:
1. Understand the customer's stated needs.
2. Identify the customer's hidden preferences, likes & dislikes, fears, aspirations, insecurities, etc., all of which strongly influence the customer's buying decision.
3. Effectively differentiate between the customer's 'superficial' objections & 'meaningful' objections' so as to focus primarily on 'meaningful' objections, which unlike the former, if not handled properly can seriously threaten close of sale.
4. Pick up buying signals from the customer to help begin the process of closing the sale.
TIPS to listen attentively:
1. Ensure you are in a noise-free, distraction-free environment - switch off mobile phone, ask colleagues not to disturb, etc.
2. Start by asking open ended questions to encourage customer to share relevant information.
3. Maintain eye contact during discussions.
4. Focus on the customer's words - make notes for easy recall.
5. Focus on the customer's body language & tone - non verbal cues help you understand the customer's true intentions.
6. Re-clarify or paraphrase in case of confusion in understanding.
7. End by asking close ended questions to reconfirm and recap information shared by the customer.
8. 'God has given us 2 Ears & 1 Mouth. Use them proportionally'. (Anon).
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