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CHAPTER FIVE

CHAPTER FIVE. Listening to the Customer. L EARNING O BJECTIVES. Describe four listening steps Actively gather and provide information Recognize internal & external obstacles to listening Develop listening strategies Create customer relationships. WH Y I S L ISTENING I MPORTANT?.

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CHAPTER FIVE

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  1. CHAPTER FIVE Listening to the Customer

  2. LEARNING OBJECTIVES • Describe four listening steps • Actively gather and provide information • Recognize internal & external obstacles to listening • Develop listening strategies • Create customer relationships

  3. WHY IS LISTENING IMPORTANT? • Primary means to determine needs • ¾ of 129 managers (74.3%) = passive/detached • White-collar workers = 25% efficiency

  4. WHAT IS LISTENING? • Primary means to gather information • Active process

  5. THE LISTENING PROCESS

  6. CHARACTERISTICS OFGOOD LISTENERS • Empathetic • Understanding • Patient • Attentive • Objective

  7. CAUSES OF LISTENING BREAKDOWN • Personal obstacles • External obstacles • Additional obstacles

  8. PERSONAL LISTENING OBSTACLES (1) • Biases • Psychological distracters • Physical condition • Circadian rhythm • Preoccupation

  9. PERSONAL LISTENING OBSTACLES (2) • Hearing loss • Listening skill level • Thought speed • Faulty assumptions

  10. EXTERNAL LISTENING OBSTACLES • Information overload • Other people talking • Ringing phones • Speakerphones • Office and maintenance equipment • Physical barriers

  11. ADDITIONAL LISTENING OBSTACLE • Customer language barrier • Customer disability • Customer communication skill level

  12. Customers seek others You miss key details You have to ask to repeat Unsure of action required Customer’s question your listening Daydreaming/dis-traction Miss nonverbal cues Incorrectly answer questions POOR LISTENING INDICATORS

  13. LISTENING STRATEGIES • Stop talking • Prepare yourself to listen • Listen actively • Send positive nonverbal cues • Do not argue • Take notes • Ask questions

  14. INFORMATION GATHERING TECHNIQUES • Open-ended questions • Closed-end questions

  15. OPEN-ENDED QUESTIONS • Identify customer needs • Gather a lot of information • Uncover background data • Uncover objectives • Give customer opportunity to speak

  16. CLOSED-END QUESTIONS • Verify information • Close an order • Gain agreement • Clarify information

  17. ADDITIONAL QUESTION GUIDELINES • Avoid criticism • Ask positive questions • Ask direct questions • Ask how you can serve

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