1. Listening to the Customer
CHAPTER FIVE
Listening to the Customer

2. LEARNING OBJECTIVES Describe four listening steps
Actively gather and provide information
Recognize internal & external obstacles to listening
Develop listening strategies
Create customer relationships

3. WHY IS LISTENING IMPORTANT?
Primary means to determine needs
¾ of 129 managers (74.3%) = passive/detached
White-collar workers = 25% efficiency

4. WHAT IS LISTENING?
Primary means to gather information
Active process

5. THE LISTENING PROCESS

6. CHARACTERISTICS OF GOOD LISTENERS
Empathetic
Understanding
Patient
Attentive
Objective

7. CAUSES OF LISTENING BREAKDOWN
Personal obstacles
External obstacles
Additional obstacles

8. PERSONAL LISTENING OBSTACLES (1)
Biases
Psychological distracters
Physical condition
Circadian rhythm
Preoccupation

9. PERSONAL LISTENING OBSTACLES (2)
Hearing loss
Listening skill level
Thought speed
Faulty assumptions

10. EXTERNAL LISTENING OBSTACLES
Information overload
Other people talking
Ringing phones
Speakerphones
Office and maintenance equipment
Physical barriers

11. ADDITIONAL LISTENING OBSTACLE
Customer language barrier
Customer disability
Customer communication skill level

12. POOR LISTENING INDICATORS
Customers seek others
You miss key details
You have to ask to repeat
Unsure of action required
Customer’s question your listening
Daydreaming/dis- traction
Miss nonverbal cues
Incorrectly answer questions

13. LISTENING STRATEGIES Stop talking Prepare yourself to listen
Listen actively
Send positive nonverbal cues
Do not argue
Take notes
Ask questions

14. INFORMATION GATHERING TECHNIQUES
Open-ended questions
Closed-end questions

15. OPEN-ENDED QUESTIONS Identify customer needs
Gather a lot of information
Uncover background data
Uncover objectives
Give customer opportunity to speak

16. CLOSED-END QUESTIONS Verify information Close an order Gain agreement
Clarify information

17. ADDITIONAL QUESTION GUIDELINES
Avoid criticism
Ask positive questions
Ask direct questions
Ask how you can serve