Transcript Document

CHAPTER FIVE
Listening to the
Customer
5-2
LEARNING OBJECTIVES
Describe four listening steps
Actively gather and provide information
Recognize internal & external obstacles
to listening
Develop listening strategies
Create customer relationships
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5-3
WHY IS LISTENING IMPORTANT?
Primary means to determine needs
¾ of 129 managers (74.3%) =
passive/detached
White-collar workers = 25%
efficiency
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5-4
WHAT IS LISTENING?
Primary means to gather
information
Active process
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5-5
THE LISTENING PROCESS
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CHARACTERISTICS OF
GOOD LISTENERS
Empathetic
Understanding
Patient
Attentive
Objective
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5-7
CAUSES OF LISTENING
BREAKDOWN
Personal obstacles
External obstacles
Additional obstacles
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5-8
PERSONAL LISTENING
OBSTACLES (1)
Biases
Psychological distracters
Physical condition
Circadian rhythm
Preoccupation
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PERSONAL LISTENING
OBSTACLES (2)
Hearing loss
Listening skill level
Thought speed
Faulty assumptions
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5-10
EXTERNAL LISTENING
OBSTACLES
Information overload
Other people talking
Ringing phones
Speakerphones
Office and maintenance equipment
Physical barriers
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5-11
ADDITIONAL LISTENING
OBSTACLE
Customer language barrier
Customer disability
Customer communication skill
level
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5-12
POOR LISTENING INDICATORS
Customers seek
others
You miss key
details
Customer’s
question your
listening
Daydreaming/distraction
You have to ask
to repeat
Miss nonverbal
cues
Unsure of action
required
Incorrectly
answer questions
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5-13
LISTENING STRATEGIES
Stop talking
Prepare yourself to listen
Listen actively
Send positive nonverbal cues
Do not argue
Take notes
Ask questions
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5-14
INFORMATION GATHERING
TECHNIQUES
Open-ended questions
Closed-end questions
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OPEN-ENDED QUESTIONS
Identify customer needs
Gather a lot of information
Uncover background data
Uncover objectives
Give customer opportunity to
speak
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5-16
CLOSED-END QUESTIONS
Verify information
Close an order
Gain agreement
Clarify information
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5-17
ADDITIONAL QUESTION
GUIDELINES
Avoid criticism
Ask positive questions
Ask direct questions
Ask how you can serve
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