{"id":59549,"date":"2022-01-24T23:43:00","date_gmt":"2022-01-25T03:43:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=59549"},"modified":"2022-02-01T11:47:35","modified_gmt":"2022-02-01T15:47:35","slug":"listen-to-customers","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/listen-to-customers\/","title":{"rendered":"Listening to Customers Increases Sales: Here&#8217;s How"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.shortform.com\/blog\/why-is-it-important-to-listen\/\">How important is listening<\/a> in the sales process? How might you become a better listener?<\/p>\n\n\n\n<p>According to <em>The Sales Bible<\/em>, listening to customers is probably the most important part of sales. However, many salespeople don&#8217;t understand this. Most people are actually pretty poor listeners. Author Jeffrey Gitomer offers three tips to help you become better at listening.<\/p>\n\n\n\n<p>Read more for insights on listening to customers.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-learn-to-listen-to-customers\">Learn to Listen to Customers<\/h2>\n\n\n\n<p>An essential part of building and maintaining relationships is listening. In fact, <strong>Gitomer says that listening to customers is probably the most important part of selling. <\/strong>Not only does it help you deal with customers\u2019 complaints, but listening also helps you understand customers\u2019 reasons for buying (or not buying) and what kind of customers they are. This understanding then enables you to make a better sales pitch.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: The type of listening required in sales is <a href=\"https:\/\/www.skillsyouneed.com\/ips\/active-listening.html\"><em>active listening<\/em>, <\/a>which means giving your full attention to the speaker. This means <a href=\"https:\/\/www.shortform.com\/blog\/how-to-pay-attention\/\">paying attention<\/a> so you can remember what the speaker says, understand, and respond. Aside from sending verbal signals to show you\u2019re engaged, experts say you should also send <a href=\"https:\/\/www.shortform.com\/blog\/nonverbal-cues\/\">non-verbal cues<\/a>, such as making eye contact.)<\/p>\n\n\n\n<p>However, many salespeople undervalue the importance of listening to customers. Gitomer says that\u2019s because they prejudge the other person, think they already know what the other person is going to say, or have other thoughts that distract them from the conversation. (Shortform note: Even if you think you\u2019re a good listener, there\u2019s a good chance that you aren\u2019t: While 96 percent of respondents in a survey considered themselves to be good listeners, studies show that <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/play-your-way-sane\/202108\/were-worse-listening-we-realize\">we remember only about half of what people tell us<\/a> because we\u2019re not <em>actively<\/em> listening.)&nbsp;<\/p>\n\n\n\n<p>To become a better listener, Gitomer gives the following tips:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-stay-focused\">1) Stay Focused&nbsp;<\/h3>\n\n\n\n<p>Use listening noises (\u201cI see,\u201d \u201cWhat happened next?\u201d), put your mobile phone on silent mode, and practice <a href=\"https:\/\/www.shortform.com\/blog\/eckhart-tolle-meditation-mindfulness\/\">mindfulness<\/a> to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-maintain-focus\/\">keep your mind from wandering<\/a>. (Shortform note: One important part of staying focused that Gitomer doesn\u2019t mention is making eye contact. While you should make eye contact to show that you\u2019re focused, staring intently at the other person for more than a few seconds can make them feel uncomfortable. Some communication experts recommend that you <a href=\"https:\/\/www.canr.msu.edu\/news\/eye_contact_dont_make_these_mistakes#:~:text=Use%20the%2050%2F70%20rule,to%20display%20interest%20and%20confidence\">maintain eye contact 50 percent of the time<\/a> while speaking and 70 percent while listening.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-wait-for-your-turn\">2) Wait for Your Turn&nbsp;<\/h3>\n\n\n\n<p>Don\u2019t interrupt, even if you think you already know how to respond. (Shortform note: To <a href=\"https:\/\/www.inc.com\/brenda-barbosa\/how-to-stop-yourself-from-interrupting-others.html\">keep yourself from interrupting<\/a>, experts recommend taking deep breaths, counting to 10, or literally biting your tongue.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-be-curious\">3) Be Curious&nbsp;<\/h3>\n\n\n\n<p>Ask questions to clarify what the other person said, help you get more information, and demonstrate that you\u2019re interested in what they have to say. (Shortform note: Additionally, asking questions can get you on the customer\u2019s good side\u2014studies suggest that <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/the-minute-therapist\/202105\/want-people-you-without-saying-word#:~:text=It%20doesn%E2%80%99t%20hurt%20to%20ask%20questions,interested.%20They%20just%20might%20like\">people who ask more questions are seen as more likable.<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How important is listening in the sales process? How might you become a better listener? According to The Sales Bible, listening to customers is probably the most important part of sales. However, many salespeople don&#8217;t understand this. Most people are actually pretty poor listeners. Author Jeffrey Gitomer offers three tips to help you become better at listening. Read more for insights on listening to customers.<\/p>\n","protected":false},"author":9,"featured_media":59551,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,103,43],"tags":[572],"class_list":["post-59549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-sales","category-self-improvement","tag-the-sales-bible","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Listening to Customers Increases Sales: Here&#039;s How - Shortform Books<\/title>\n<meta name=\"description\" content=\"Listening to customers is probably the most important part of sales. 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