April 1999
April 1999
April 1999
internetnextstep.com/upline/1999/april/upline_magazine_feature_how_to_listen.htm
Feature
How to Listen - Steve Shapiro
By now, most of us have been told not to
"talk at" our prospects, but to listen for what
they need and want. That's great-- if you
know how to listen. If you're one of the
many people who think they're listening but
aren't getting results, the formula for
effective listening that I'm about to share
with you will make a dramatic difference in
your business. In fact, I believe listening is
the most important skill for Network
Marketing success. Why? Because no
matter how successful you become, or how
high you rise in your organization, you must
still build your business one person at a
time. To do that, you must make a personal connection with people, a
connection so powerful that it overcomes their natural resistance to
change, to try something new, to leave their comfort zone. And the
strongest link in the chain that connects people is the skill of listening.
That's it. Notice that talk is not in this formula. Most Networkers use
another two-step formula. It has two steps also, but it goes:
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I recommend the first model. Ask with enthusiasm and sincere interest,
then listen with great attention. Here's another way to look at my two-
step formula for listening . . .
Where did we get the idea that it's our job to fix other people's
problems? When did we begin to believe that we had to have an
answer to help a friend in pain, when all they really want and need is
someone to listen and understand?
Rarely, when people share a concern or problem with us, do they want
us to try to solve it for them. We yearn for someone to listen, to
understand, and to care. We need to stop answering and giving advice!
Forget being Mr. Fix-it or Miss Fix-it. Just listen.
So before going to the mastery formula, you need to first master the
two-step formula. Why? Because the law of listening says, "You gotta
wanna." Some people don't want to listen, so to teach listening skills to
them is fruitless. I enjoy visiting the home of my friends-- a couple with
three kids-- because they're fun, good-hearted people. I also notice that
they haven't heard anything I've said all evening. They haven't heard
anything that anyone else says either. Nobody listens to anybody
around their house. I could teach them all the listening skills in the
world, but if they don't want to listen to each other, learning new skills
won't help them. The moral is, first, you gotta wanna.
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After mastering the two-step formula, you'll be self-aware enough to
graduate to what I call the Multi-Level Listening Model. With this
formula, you're listening will have precision like never before. Here it is:
Paying Attention
I have found that the more I practice this, the better I get. I have also
found that it has a powerful effect on other people. They begin to open
up and to share more of themselves. New levels of trust and rapport
develop. It makes them feel important.
Do this one thing the next time someone talks to you:pay attention.
Attend. Then attend some more. Practice and never stop practicing.
You will get better, and it will transform your communication.
The next key is to acknowledge. When you acknowledge what the other
person has said, it shows concern and respect for the speaker. It will
prove that you are a responsive and caring person. Another word for
acknowledge is empathize. We empathize with the speaker,
acknowledging their position. It doesn't mean we agree with them. It
does mean we understand them. We are beginning to understand the
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speaker's meaning and feelings behind the meaning. Acknowledging
reduces friction and resistance and helps to create a climate of trust
and rapport.
At first, this step may seem easy. It's not, but it is simple. When I teach
this skill, it often takes up to two hours for people to put it into practice.
Please do not underrate this step. Think about it. Visualize yourself
doing it. Then try it right away.
There are many ways to acknowledge the speaker. One of the best is
simply to pause when the speaker has finished. Remember, in
communication it's the little things that make the big difference.
You may have noticed that most people begin talking right away,
sometimes before the last word has left your lips. And sometimes they
interrupt you. What message does this send? It says that they haven't
listened to you. They've been formulating their response while you were
talking. So just pause, and look the person in the eye. Pause for two to
four seconds. I call this the Golden Silence. What message does this
send? It says, "What you've said is important enough for me to reflect
upon before I respond. I have listened, and now I'm considering what
you mean."
Another method is to give the speaker what I call verbal pauses. When
they finish speaking, simply say, "I see," or "Oh," or "Ahh, or "Umm."
This one little step can transform the communication process. Why?
Because it proves to the speaker that you are listening. It forces you to
slow down and pay attention. It feels good to you and to the speaker. It
will help you to share meaning and gain understanding. Try it! Don't
overlook this step. Just try it out ten times and decide for yourself if it
works for you.
"I see. You feel like, to make it in Network Marketing, you'll have to
pressure people."
"I understand. You feel that selling doesn't fit your personality."
For another example, here's a true story from my life. I remember a day
several years ago when I was relaxing at home with my fiance. She got
up to get the mail and the next thing I know she's shoving a letter in my
face. Let's see what might have happened if I had followed my initial
reaction-- defensiveness:
"What's this?!!"
"Who is this woman?" she screamed. "I want to know who this woman
is!"
"What's this?!!!"
Sometimes the speaker won't calm down right away. It might take two
or three acknowledgments before she realizes that someone is actually
listening. Some people get so shocked by this realization that they
forget what upset them in the first place! Listening transforms the
communication process.
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Getting Clear
Prospect: That's right. I'm not the type for "ground floor" opportunities.
You probably noticed that the prospect didn't really care how long that
distributor had been in the business. In the first example, the distributor
responded to the presenting message and by doing so, shot herself in
the foot. In the second example, by acknowledging and clarifying, she
listened for the message behind the message, discovered the
prospect's true concern, and responded in a way that got positive
results.
Another thing you may have noticed is that it takes a little more work. It
takes asking intelligent questions, like a detective, a doctor, or a
therapist might ask. I'll say it again, listening is hard work, but the payoff
is worth it every time.
"Tell me more."
Seeking clarity allows you to gain understanding, to see the world from
the other person's point of view, to sense how it feels to her. If you can
see the world through Joe Jones' eyes, you can sell Joe Jones what
Joe Jones buys.
Distributor: "I see. (acknowledge) It's interesting that you would say
that. (acknowledge) One of my most successful distributors said that to
me also. Can you tell me more?" (clarify)
Prospect: "Well, it's just that I can't stand it when people try to pressure
me into doing something, so I wouldn't want to do that to people either.
I'm just not a salesperson."
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Distributor: "So, you don't want to feel like you're pressuring people,
your friends or anyone else." (clarify)
Distributor: "And when you think of the word "salesperson," you think
about high-pressure, and that's just not for you."
I have asked many highly successful Network Marketers, "If you had it
to do over again, what would you do differently?" Nine out of ten gave
me the same response. "I would spend less time trying to convince
people who aren't interested and more time working with people who
are." I agree wholeheartedly. But my question is this: "How many more
people may have been interested in the Network Marketing opportunity
if it had been presented by someone who really listened?" Remember,
telling isn't selling. We sell best by listening.
Now it's time to respond. Remember, if you're not careful, you will go
right from attend to respond. Responding too quickly is a tough habit to
break. Attend, acknowledge, clarify, then respond. If you're a skeptic,
don't believe what I'm saying. Go out and try it for yourself. You'll never
know if you like sushi-- or hate it-- until you try it.
If you can respond in 20 words, don't use 50. It's better to say too little
than to say too much. When you say too little, if the other person is
interested, they will ask for more. When you say too much, even if they
are interested, you increase the odds of losing their interest. Never
over-sell. I recently listened to a conversation between a customer and
representative of a nutrition line. The customer asked a question about
an herbal product and the salesperson answered her. She said, "Great,
I'll take it." The salesperson then continued to sell it to her and the
customer changed her mind!
A great time to use the Multi-Level Listening model is when you want to
teach others to be great listeners. The best way to teach is to walk your
talk. Modeling excellence is the essence of leadership.
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My friend, Ted Tillinghast, is a "Network Marketing husband." He totally
supports his wife, Sandra, in her business and put these ideas to use
with great results. One evening, Sandra was holding an opportunity
meeting at her house, but she had to leave for an emergency. People
from her downline continued the meeting without her. By the time Ted
got home from work, the meeting was almost over. Only one prospect
remained, and she was surrounded by five distributors all telling her
about the company. Ted noticed that everyone was talking except the
prospect. So he stepped in, introduced himself, and began asking her
questions and listening. The results were dramatic. The woman began
to open up. Her posture changed from a defensive one to an open one.
By continuing to ask her questions, Ted discovered what interested her
about the opportunity. Within 15 minutes, the woman became so
excited that she asked to become a distributor. The next day, Ted
played the messages on his answering machine for me. Three of the
five distributors who saw this happen left messages. They were ecstatic
about it. By modeling the way, Ted had taught them the secret skill of
Network Marketing success.
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