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While perhaps accelerated and more noticeable in recent times, given increased competition and outlets for “noise” in the marketplace, one of the greatest sins committed by salespeople and decision-makers is the simple failure to listen.
The obvious place to measure your listening abilities is when dealing with customers. How much information have you gathered before delivering a proposal, recommending a batch of products or services, or simply begin to take discussion to the “next step?” Do you know the ins and outs of their business and their needs, or simply just enough to spit out a price and a sales pitch? Better yet, once the phone call or visit is over, do you even remember anything about the conversation aside from the last action YOU took? A potential customer didn’t initiate contact with you because they wanted a therapist, but providing and demonstrating an ability to show genuine interest in them will always leave a positive impact.
What about “listening” to various news and updates relating to your industry? Are you so involved in your own company to not know what your competitors are doing? What about general chatter in the marketplace? If the winds are swirling and whispers (or even shouts) are abound about a new method for lead generation, a different customer service approach, etc…are you aware and therefore, open to a new line of thinking or operating, or too busy with your head down, charging like a battering ram conducting the same method of business you’ve always been?
