Last week I needed to find a replacement washing machine, so after some researching, I found exactly what I wanted and at the price band I wanted to pay.
I went into a shop to enquire if they had this particular model in stock. As soon as I entered, I was met with a “how can I help”? I hadn’t finished my sentence before being led to a more powerful and supposedly superior washer that had everything I didn’t need but was going to solve all my washing woes. To top it all, it was a one-time only deal but still much more than I was prepared to pay. I tried to steer the conversation back to my requirements but to no avail so eventually I gave up and walked out. I only wanted something to wash my clothes, not take me to the moon. I still need a washing machine.
This experience is not new, and I am sure many people can relate to it. On reflection, as a customer I want to be listened to; I want the opportunity to define my own requirements based on what works for me and my situation. I may need some guidance, but I don’t want to be treated as just another sale. I want to be part of the conversation and feel valued and heard, and most importantly I want to feel the person solving my problem has listened and cares about the outcome and the benefit it will give me.
It is these very points that I take to each interaction at the start of the process when a customer has asked for my help. Getting to know the business and how the team interact is key. Establishing their requirements and considering how they prefer to communicate and most importantly how they would like me to communicate key messages and findings is fundamental. I have been invited to help them solve a problem; my experience is irrelevant if I do not listen to what the business wants to achieve.
In order to do this, I practice the pause, thereby allowing others to speak. Rather than being solution driven, it is my business to first understand the situation and what needs to be achieved. We all have two ears and one mouth for a reason and so everyone should be given the opportunity to speak. It is so easy to get caught up with jargon and assume that everyone knows what we are talking about. That is why checking for understanding and creating environments where everyone is comfortable asking questions is key.
The power of the spoken word and how we communicate has a larger impact than we could ever imagine. Next time you are speaking with someone, make sure you are listening to understand rather than listening to respond. It matters a lot… in all situations regardless of experience.
