Question

List five guidelines/pointers to a new salesperson interested in improving active listening skill and learn to deploy nonverbal communication effectively. List your points in bullet point format and include your personal experience too.

Answer 1

1. Listen to understand, not to reply- Novice salespeople only stop talking to take breaths. Seasoned salespeople listen to their potential customers' concerns actively. Allow the other person to speak without thinking of a reply.  

I, personally, feel more comfortable when a salesperson is actively listening to my problems and not ranting about features or benefits their service or product offers.

2. Stay focused on the discussion- While listening to your customer, keep close attention to their words, gestures, expressions. Picking non-verbal cues is big part of communication. Avoid looking at the phone/clock, it sends a bad message. Just paying attention to the speaker can be a positive nonverbal communication.

I personally do not trust salespeople who do not pay attention to me when I am sharing.

3. Show that you're listening - Can be achieved by nodding, smiling, seeking clarification, sharing feedback, etc. This will show that you're interested in the conversation and the speaker will share more with you. This is the easiest way to deploy nonverbal communication effectively. When a salesperson shows that he/she is listening then only a sales pitch becomes a conversation.

I once struck up a conversation about Television at an electronic store and the salesperson engaged and entertained me with nodding and smiling. It was very welcoming.

4. Be empathetic: Being genuinely empathetic is probably the most crucial (and difficult) part of active listening and nonverbal communication. If you can feel what your speaker is feeling at the moment, you will mirror his emotions and bond with the speaker. Once this relation is established, making that deal happen shall be a piece of cake.

I recently bought a life insurance policy from a family friend who not only understands but also shares my concerns.

5. Summarise: Summarise speaker's points after a while in a clear and concise manner. It will not only help you focus, but it will also help you remember this conversation for longer. Summarising also gives a chance to the speaker to correct your understanding.

I recently moved into a co-living facility and the salesperson who helped me used this technique. It showed that he was actively listening to my requirements.