The concept of active listening was first developed by the psychologist Carl Rogers and it refers to a series of behaviors and attitudes that prepare the receiver to listen, concentrate on the dialogue, and provide feedback.
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The fundamental premise of active listening is to focus on the interlocutor, guaranteeing a dialogue that is truly interested in the other. We know that, in the times we live in, it rarely matters to truly concentrate on what the other tells us.
Therefore, active listening is a skill that is practiced and worked on, and four principles converge in it: receiving, appreciating, summarizing, and finding out. It is about demonstrating genuine communication and showing the interlocutor that we appreciate the exchange of words.
Although active listening can be applied within any field, it is within the commercial area of a company where it can achieve tangible results for your business, especially when dealing with potential customers.
One of its fundamental characteristics is to generate trust and develop empathy since putting yourself in the place of potential customers always helps you obtain a broader perspective and to understand their needs.
In the commercial area, the concept of active listening becomes important since listening to prospects is an imperative need: they are the protagonist.
Empathy helps to connect with potential customers significantly, being able to know their needs and what they are looking for in us.
This quality is intangible and subjective. To empathize with customers, these questions must be asked: What do they think and feel? What do they hear? What do they do? What do they see? And also: what are their problems? what are their needs?
Although customers do not openly express their needs, a sales team that applies active listening can detect these needs to provide them with the best solution.
It is stated that, on many occasions, when purchasing a product or service, they are internally motivated by something more than the simple fact of needing it. For this reason, empathy in a commercial area is oriented toward the feelings, values, and emotions of potential customers.
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Feedback is key inside and outside the commercial area. Currently, the philosophy of having leaders (and not bosses) is the dominant one: being empathetic leaders who listen to their workers and potential customers is key to the business world.
In addition, potential customers must perceive that they are taken into account by the seller.
Feedback with your customers can occur after the launch of a new product or service, when observing a drastic change in it or when it remains stagnant. These are favorable situations that help you obtain feedback from your customers, via surveys or follow-up emails.
It is not only important to listen and engage in dialogue, but also what is said. The central idea of active listening is to absorb the truly relevant and valuable information from both sides of the conversation. Gaining the trust of the potential customer is also knowing how to say and transmit the brand in the best possible way.
Active listening proposes to sell a solution, rather than a product or service. Potential customers must have the space to speak and express what they want: customers are at the center of everything. Therefore, connecting with their emotions and needs is essential.
Furthermore, active listening is not just about words: it encompasses non-verbal communication, and body and emotional language.
It is recommended for your commercial area to know how to respond to the concerns of your potential customers. Let's remember that active listening is about better understanding messages to get better responses.
“What does the other person want to tell me?” is a central question in the active listening process. Therefore, it is widely related to the concept of consultative selling.
Consultative selling is a model that does not impose selling directly, but first knows the situation of potential customers, the problems they are in, and how they could be helped. In this case, in commercial teams, sellers are also advisors who seek to understand and satisfy customers, not just sell them something.
The creation of an atmosphere of trust is key in this type of sale, so applying the principles of active listening becomes essential.
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When a commercial area implements active listening, the focus is always on potential customers. These are the ones who come looking for information and advice, and the sales specialist must delve into their needs and problems to empathize with them and help them.