The Key to Success

Good business is about communication... not just what you say but...

Early Monday morning the phone rang in my office; it was very early for a business call. I answered "Good morning,? Nancy Fraser" there was a short pause on the line and then a voice asked, "Is this Gloria?". When I said no, she hung up. Good communication is also about listening.

Unfortunately this kind of interaction happens thousands and thousands of times a day and not always in situations like this where there is nothing to be lost. In fact, it's a wonder business happens at all when you consider that we each speak using terms and jargon that may be common in our industry and unintelligible to our customers. Couple that with the poor listening skills we all have and it's a recipe for disaster.

Do you ever wonder how much your customer really hears and what they think, how much they understand or care about?

When you are in business for yourself, you are in sales whether you like it or not. If you are not selling directly, you are selling through your marketing and advertising. As a business owner/salesperson do you listen to your customer or do you follow your own agenda? Does it sometimes seem that you and the customer are not participating in the same conversation? Do you ever blame them for not understanding what you are saying?

What's wrong with this picture? How can we change it to our benefit?

1. We are all responsible for our communication. Express what you want to say clearly and succinctly, no jargon or buzz words.

2. Ask for the listener's opinion, expertise or help.

3. Focus on what is being said to you, without thinking about what you will say next.

4. Match your body language and expression with what you are saying.

5. Speak at a similar speed and intensity as the person you are conversing with.

6. Relax, stay detached.

7. Ask for clarification if you don't understand.

8. Don't compete for talking time.

9. You may have a different viewpoint but show through your ability to listen and ask "on topic" questions that you are interested in understanding their point of view.

10. Don't assume the other party has the same belief system that you do. They may draw different conclusions than you based on their previous experience.

Marketing is about being able to identify the wants and needs of your target market and provide solutions that your customer perceives are better than your competitors. Find out what motivates them to act and you will be able to form a relationship that works for you and your customer. Your ability to listen and understand what is being said is your key to success.

Best Buy is a great example of how well listening works with the success of the customer centric sales model they have implimented.

"Know how to listen, and you will profit even from those who talk badly." --Plutarch Greek biographer & moralist (46 AD - 120 AD)

Nancy Fraser is the president of Nota Bene Consulting, a marketing and advertising communication firm specializing in building brands through the expression of a companies personality from logo to web to advertising and marketing materials. http://www.notable-marketing.com

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