Active listening skills

By Linda Julian

Most of us think we have great listening skills.  In the business development context, active listening means listening through the ears of your client or prospective client.  Listen to what they're saying, and listen hard for why they're saying it.

Really listening to clients involves coming to a close understanding of their needs and learning how to respond to those needs.
Most importantly, listen to what YOU are saying through client ears.

• Are you communicating that you genuinely care and want to contribute as required ?
• Do you sound like someone who understands the client's business and priorities ?
• Do you sound adaptable, flexible, and like a professional who'll commit to high service levels, and deliver on your promises ?

By using open questions, probing out answers, and carefully listening to responses, you'll be well on the way to defining the problem.  Only then can you demonstrate how your expertise can satisfy your clients needs.
Practice active listening skills.  Try these techniques:

• "replay" client situations, listening for new cues
• role-play with your colleagues
• organise mini-workshops in your firm to master the techniques.

Highly-developed listening skills are a vital component of successful personal marketing.  They are also essential to any client-friendly professionals in their quest to develop an enduring base of satisfied clients.