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Remembering to Listen: Making the Most of Communication
By : Ron Sathoff
A lot has been written about the communication aspects of
marketing. Unfortunately, most of it has focused on the "sending"
function -- writing the perfect ad, creating the killer sales
letter, or making a great sales pitch. We always seem to focus on
what we are doing TO a customer, rather than what the customers
might be saying to US.
We have to remember that all communication is two-directional. In
order to truly be great communicators, we have to improve our
skills when we are the receivers. In other words, we have to
become great listeners as well as great speakers or writers.
Fortunately, there are a few simple things we can do to help
improve this aspect of our communication with our customers:
Truly great salespeople, on the other hand, know that EVERYTHING
that a customer has to say is important. In a lot of cases,
especially with business opportunities, a customer is more
interested in advice than they are in your product. If you take
time to listen to their concerns and can provide them with
insight (along with your offer), your customer will be much more
satisfied than if you just delivered the "goods."
This is where empathy comes in very handy. As you listen, try to
empathize with your customer -- put yourself into their shoes so
that you can have a better understanding of their wants, needs,
and fears.
Communication is the cornerstone of customer service. To increase
our customers' satisfaction, we must make sure that we listen to
them as carefully as we would craft our advertising. Only by
listening can we meet the needs of our clients and make the kind
of reputation that leads to success.
Ron Sathoff is a noted speaker and manager of DrNunley's
http://InternetWriters.com He provides copy-writing, marketing,
Internet promotion, and help for business speakers. Reach him at
ron@drnunley.com or 801-328-9006.
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