Brampton - Has the urge to talk more than you listen ever cost you a sale? Jimi Hendrix once said, "Knowledge speaks, but wisdom listens", and as small business owners we need to pay attention to this statement.  We may be knowledgeable about our products or services, but if we really want to understand our clients' needs, we need to listen.

Listening does not happen by accident; it is a skill that requires practice. It can be likened to the game of tennis. One person prepares to serve; the other prepares to receive. It is a two-way process, but unfortunately many people believe they should dominate the conversation and talk more than they listen. As a result, they miss out on the other person's message, and instead of closing the sale they lose it. The following tips will assist you in improving your listening skills, and hopefully close more sales:

• Create Rapport. Begin to build a relationship of trust with the individual as people tend to do business with people that they like and trust. Look directly at the person. Smile and nod to show that you are genuinely interested in what's being said.
   
  
• Screen out all Distractions. Give the person your undivided attention. Concentrate on what's being said rather than attempting to multi-task. Some people have the habit of answering their phones or scanning their blackberries during a discussion. This is the time to focus entirely on the person speaking. This tells them that you respect and value their opinion.
  
  
• Be Prepared. Keep a pad and pencil close at hand to jot down notes.  This gives the impression that you are well-organized, engaged and business-like.  It also gives you a chance to review your notes and ask for clarification.
  
  
• Do not Interrupt. Sometimes you may be tempted to throw in your own thoughts, or finish the sentence, probably because it's a subject matter that you know a whole lot about.  Instead of interrupting, listen attentively and if you have heard the story before, pretend you are hearing it for the first time.
  
  
• Rephrase and Clarify. Rephrase what the person has said to show that you are paying attention.  "So, are you saying that you would like to develop an interactive website, but you lack the skills?  "If you are able to recap or rephrase the person's words, it gives them an opportunity to clarify and say exactly what they mean and they will be flattered that you took the time to listen.

It is said that we were given two ears and one mouth so we can listen twice as much as we talk. That may be true, but when you genuinely practice to listen, it increases your business opportunities and puts you in a better position to address the other person's needs. So, the next time you are tempted to take over a conversation, remember it's a two-way process. Aim to listen 75 percent of the time and talk 25 percent.

Copyright 2006 – Daisy Wright. All rights reserved. This article from The Wright Career Solution may be distributed or reproduced as long as the copyright and website are included.