The Key to Success

Good business is about communication... not just what you say but...

Early Monday morning the phone rang in my office; it was very early for a business call. I answered "Good morning,? Nancy Fraser" there was a short pause on the line and then a voice asked, "Is this Gloria?". When I said no, she hung up. Good communication is also about listening.

Unfortunately this kind of interaction happens thousands and thousands of times a day and not always in situations like this where there is nothing to be lost. In fact, it's a wonder business happens at all when you consider that we each speak using terms and jargon that may be common in our industry and unintelligible to our customers. Couple that with the poor listening skills we all have and it's a recipe for disaster.

Do you ever wonder how much your customer really hears and what they think, how much they understand or care about?

When you are in business for yourself, you are in sales whether you like it or not. If you are not selling directly, you are selling through your marketing and advertising. As a business owner/salesperson do you listen to your customer or do you follow your own agenda? Does it sometimes seem that you and the customer are not participating in the same conversation? Do you ever blame them for not understanding what you are saying?

What's wrong with this picture? How can we change it to our benefit?

1. We are all responsible for our communication. Express what you want to say clearly and succinctly, no jargon or buzz words.

2. Ask for the listener's opinion, expertise or help.

3. Focus on what is being said to you, without thinking about what you will say next.

4. Match your body language and expression with what you are saying.

5. Speak at a similar speed and intensity as the person you are conversing with.

6. Relax, stay detached.

7. Ask for clarification if you don't understand.

8. Don't compete for talking time.

9. You may have a different viewpoint but show through your ability to listen and ask "on topic" questions that you are interested in understanding their point of view.

10. Don't assume the other party has the same belief system that you do. They may draw different conclusions than you based on their previous experience.

Marketing is about being able to identify the wants and needs of your target market and provide solutions that your customer perceives are better than your competitors. Find out what motivates them to act and you will be able to form a relationship that works for you and your customer. Your ability to listen and understand what is being said is your key to success.

Best Buy is a great example of how well listening works with the success of the customer centric sales model they have implimented.

"Know how to listen, and you will profit even from those who talk badly." --Plutarch Greek biographer & moralist (46 AD - 120 AD)

Nancy Fraser is the president of Nota Bene Consulting, a marketing and advertising communication firm specializing in building brands through the expression of a companies personality from logo to web to advertising and marketing materials. http://www.notable-marketing.com

---

Private Practice Marketing: 3 Secrets I Wish I Knew When I First Started Out

I don't know about you, but I am still waiting... Read More

Top 10 Marketing Pitfalls

Ten Marketing Pitfalls By Stuart ReidIf you want to make... Read More

Fundraising Letter Envelopes: How To Make Them Irresistible

Readers spend only a few seconds deciding the fate of... Read More

Money-Makers Secrets to Renting Profitable Mailing Lists

As an entrepreneur involved in selling and/or promotion... Read More

How To Get New Business

Market, Market and then market some more. So many small... Read More

5 Tips to Grow Your Business Globally

Entering into Global markets is a great way to organically... Read More

Effective Marketing

For any business to be successful whether on or offline... Read More

A Look at Color Brochure Printing

Brochures have become vital in today's workplace, serving a wide... Read More

Budget Your Branding

It is very important to regularly monitor your advertising activities... Read More

How To Make More Money

The biggest crime in small businesses today goes unnoticed by... Read More

Real Estate Investing - Writing Killer Postcards to Attract Motivated Sellers!

So many of you have been telling us that you're... Read More

How To Start A Mail Order Business

The Mail Order business is not a business of itself,... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

Love My Dentist

I love my dentist! When is the last time you... Read More

The Biggest Problem With Your Marketing Is...?

What is the biggest problem most marketers have? Who knows.... Read More

The Death of Product Packaging as We Know It.

It used to be you that if you had a... Read More

Fail Your Way To Small Business Marketing Success!

Are you willing to fail your way to great marketing... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

How to Give Your Biz a Boost with a Summer Marketing Makeover

Are you on track for hitting all your business goals... Read More

Open Doors by Building Relationships

"You can make more friends in two months by becoming... Read More

Unique Selling Proposition - Your Competitive Advantage!

To capture a larger market share and be viable, sustainable... Read More

What IS the Difference Between Marketing and Sales?

There seems to be a never ending argument among marketing... Read More

Do You Really Know Your Prospect?

I'd like to introduce you to someone. I don't actually... Read More

Stretching Your Marketing Dollars--7 Cheap and Easy Ways to Market on a Budget

Just because you have to stretch your marketing dollars doesn't... Read More

Marketings Nuclear Weapon

Three seconds. That's what you have to convey your message.... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me... Read More

Make Your Prospects Say Yes!

6 Secrets to Stellar Sales PresentationsEvery sale is won or... Read More

Quiz: Where is Your Marketing Message?

Wondering if your marketing message is dancing in the spotlight... Read More

Global Market in the Cyber world?Go and Get It !

With the Internet opening up the doorway to the global... Read More

Build Your Business Through Networking

Here's one of the most important success principles you'll ever... Read More

How to Turn More Referrals Into Paying Clients

60% of all small business owners, sales and solo-professionals claim... Read More

Getting Paid to Promote Yourself

We all know we can pay a magazine or a... Read More

Increase Your Sales By Following-Up

The difference between a successful business and one that just... Read More