"Deep Listening" Can Boost Business

by | 1 minute read

Mar­ket­ing strate­gist Ardath Albee wants more busi­ness­es to lis­ten to their clients and prospects. "Sur­face lis­ten­ing," which is based sole­ly on self-interested gains, just won't cut it in 2009, and she urges com­pa­nies to con­nect with clients on a deep­er lev­el. She uses the exam­ple of com­pa­nies that hear crit­i­cism and imme­di­ate­ly seek to gain con­trol of the con­ver­sa­tion and put up a defense, with­out ever get­ting to the root of the clients' issues, or even tru­ly lis­ten­ing for that mat­ter. "Con­nect­ing with peo­ple in a way that builds engage­ment beyond momen­tary atten­tion is crit­i­cal for cre­at­ing sus­tain­able growth," she writes in a recent arti­cle on Rain­To­day. "Peo­ple want you to solve their problems…give them a dif­fer­en­ti­at­ing rea­son to buy from you by lis­ten­ing to what they're say­ing and respond­ing appro­pri­ate­ly." So how does one become a deep­er lis­ten­er? The fol­low­ing are a few of Albee's sug­ges­tions to improve lis­ten­ing:

  • Don't give in to knee-jerk reactions-wait to respond
  • Show that you are con­sid­er­ing their input when receiv­ing feed­back from clients
  • Make a list of what you learn while lis­ten­ing for lat­er eval­u­a­tion
  • Inte­grate your­self into con­ver­sa­tions, rather than pounc­ing on criticism-Try to under­stand where feed­back is com­ing from

Read Albee's entire arti­cle for more sug­ges­tions.

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