Business Building Corner

Practice the Art of Listening

According to Bernard Ferrari, author of Power Listening: Mastering the Most Critical Business Skill of All, good listening is the key to developing fresh insights and ideas that fuel success. Ferrari says that although most people focus on learning how to communicate and how to present their own views more effectively, this approach is misguided and represents missed opportunities.

Both inside and outside of doing business, most of us miss chunks of information because we are not paying full attention to what is being said. We also misunderstand and misinterpret messages due to our subconscious biases and desires. This type of inaccurate listening can have repercussions. Applied to network marketing, for example, when an IBO shares product and opportunity randomly without clearly listening to the needs and/or wants of a prospect, it can be a turn off for the potential signup.

Listening is an art that requires work, self-discipline and skill. The art of communication springs as much from knowing when to listen as it does from knowing how to use words well. Ask any good salesperson or negotiator about the value of silence and the message is the same: good listeners generally make more sales and better deals than good talkers.

Active listening involves an entire process, not just being passive. There will inevitably be some amount of understanding lost between speaker and listener, but by developing active listening skills, the loss will be minimal. Letting the speaker know you are paying close attention will build a strong connection. Customers will want to do business with you; family members and friends will bond with you even more; you will also make more friends.

To sharpen listening skills, here are some suggestions from psychologists and communication gurus:

Show respect.
The best listeners recognize that everyone has a unique perspective that may prove valuable. When we show respect for other people’s ideas, they are more likely to reciprocate. They also will feel empowered to continue sharing their thoughts, allowing the listener to gain more information.
Talk less and listen more.
Do not monopolize the conversation. Sometimes we get carried away with our own passion about a subject being discussed and forget that a conversation is a dialogue, not a monologue. In network marketing, we see this all too often, where a passionate product user tells every minute detail of his/her experience. These endorsements are truly valuable; however, to successfully convince a prospect to sign up and try the product, the IBO really should ask lots of questions to discover the best way approach to each person.
Listen for ideas in addition to facts.
When we listen, we often focus on the words and not the ideas being conveyed. Since not all speakers are articulate, the words alone may not sum up the intent behind them. Active listeners will make an effort to understand what the facts add up to by relating them to each other and discerning what they have in common or what they lead to. In other words, listen for what is going on between the spoken lines.

Convey interest.
Attentive listeners remain alert and maintain eye contact with the speaker. Other ways an active listener conveys interest are by nodding and leaning forward. If the speaker rambles and fails to make an identifiable point, an active listener will refrain from faking interest, but will avoid fidgeting or making nervous gestures that convey boredom or disinterest. Instead, a well-placed question may help the speaker get back on track.
Be observant.
Good listeners are open-minded and do not prejudge a speaker due to his/her mannerisms or delivery. Instead, active listeners will observe the speaker’s body language while listening to what is said. The speaker gives auditory cues (what is said) but also behavioral cues (body language). The auditory cues and behavioral cues may contradict each other, and an attentive listener will pick up on the variance and be better informed as to the speaker’s true message.

March is International Listening Awareness month, which is a reminder for all of us to practice the art of listening. It’s human nature to appreciate being listened to—it’s a compliment to the speaker. So, next time you approach a prospect, ask questions and let him/her do most of the talking and see if that helps your sponsorship efforts.