Listening is so important, and we are often so bad at it. We can assume we know what the other person is going to say, and then we switch off listening and focus on what we want to say. We might make the mistake of thinking that getting our point across is more important than hearing the other person out.
Good marketing is based on good relationships. Just think for a moment how you feel when you have had something important to say but the other person obviously couldn’t be bothered to pay attention. Depending on your personality, your thoughts may focus on how the other person is being rude or foolish. You may focus more on how hurt you feel. Either way, it doesn’t make for a good relationship!
If your client (or your potential client) is talking, make sure you are listening — I mean really listening. Try to follow it up with a relevant comment or question. Listening shows respect, and it shows intelligence.
And by listening, it is amazing how much you learn.I well remember something a former boss of mine used to say: ‘You have two ears and one mouth. Use them in that proportion.’
