A challenging economy adds pressure to some. Customers are more and more demanding, especially when communicating the needs of their business.

Good listening skills are essential. Yet, most people do not excel at listening. Researchers tell us that people listen effectively only about 25% of the time.

When customers feel completely heard, they are more likely to be trusting and loyal. When they don't feel completely heard, they do not feel highly valued. Since relationships with customers are affected by how well we listen to them, it is important to improve our listening skills. Consider the following suggestions:

One 

Be fully present. Many people pick up the phone to place or take a call while inputting data or completing an order related to the previous call. Alternatively, other people visit a customer whilst concerned about other things that take priority over the customer. Do not think that customers do not discern this. Take time before any customer phone call or meeting to focus and be fully present.

Two

Do not interrupt. People want to be heard. They need to get their ideas out. Interrupting customers prematurely to get an idea out will annoy them. Instead, let them finish and take notes so that you gain all their issues correctly.

Three

Listen for the message not being expressed. Some customers are not good at expressing themselves, or they send conflicting messages. Don't assume that what they say is the whole story. Often, there is a hidden message. Make sure to acknowledge any emotions and ask questions to clarify confusing issues. Pay attention to the speaker's tone of voice and the emphasis placed on certain words. It will help you to gain a better perspective.

Four

Avoid judging. Clients often say things that are untrue. "Your sales person said training was included."  "I thought my contract includes technical support."  "I paid for same-day shipping."

Resist the role of being a judge. It thwarts listening and puts both parties in a defensive stance. Try to see things from the customer's perspective, rather than your own.

Five

Summarize often. It is important to let the customer know you are listening throughout your conversation. Demonstrate in natural ways to the customer that you are paying keen attention.

In addition, it is important to summarize or paraphrase the key concerns before proposing any solution. If the stated issues are incorrect or if information is missing, the customer will tell you. If the solution addresses the customer's identified issues, it is more likely to be accepted.

Six

Speak slowly. Customers don't want to make a mistake. When an ambassador for your business speaks quickly, it doesn't allow the customer to keep up, take notes or pose their questions. It makes the customer feel you are only interested in moving on to the next call or that you are hoping they won't challenge you. Pause for one or two seconds between each main point. It will emphasize critical points.

Being a superior listener is not easy. It takes discipline and focus. However, as you demonstrate real listening, your relationships in business will improve. In today's economy strong relationships with our customers are a necessary key.