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Good retail salespeople are good, active listeners. By listening, they really understand what customers want, and they are quick to develop a relationship of trust. Active listening implies that all your attention is focussed on the person talking to you and that you are really taking in what the person is saying.
HOW TO LISTEN WELL
Here are a few strategies for establishing better communication with customers through active listening.
Let your customer speak
When people choose to work in sales, it is usually because they like to be around other people. Often, they like to talk a lot, too. Listening, however, is not always one of their outstanding qualities. The most basic rule for listening well is to make sure that only one person is talking at a time. We can’t talk and listen at the same time, so listen - and let the customer do the talking.
Show your customer that you understand
When a customer is speaking, listen carefully and maintain eye contact. Use body language, such as nodding your head, to show the customer that you understand.
Repeat in your own words what the customer has said, for example: “So you’ve been feeling tired for about three months, and you haven’t been sleeping well. Is that right?”
Avoid distractions
No matter what else is going on in the store and how distracting it might be, give your customer your full attention.
If you need to obtain personal information from a customer to identify their needs correctly, make sure no one else can hear the conversation. If necessary, take your customer aside, to a quiet corner of the store. Don’t let other customers join the conversation. Some people love to give advice, and, with the best of intentions, they might end up promoting a particular product. Thank them, but turn them away tactfully. It is your job, not theirs, to advise your customers.
Avoid negative judgements
Our opinions often get in the way of open communication. We are easily influenced by people’s appearance, dress, or language, and we are quick to make judgments based solely on our own experience. We are often not even aware of our prejudices, but they can be major obstacles to communication and good customer service. Accept customers for what they are, and don’t assume anything. Show them the best product to suit their needs; it is up to them to take it or leave it.
