Do you listen?

Something that Ivan Misner, the BNI Founder, recommends, and something that you will hear a lot in the BNI workshops, is that you should listen more than talk.  And that is why we have two ears and only one mouth.

But listening is not nearly enough, because you then need to act upon what you have heard.  Otherwise you may in fact have just talked.

Now it can be very simple.  For example, the plumber in your chapter stands up to do his 60 Seconds.  As usual he talks about central heating and boilers; you know all that.  However, if you had really listened, you would have heard that he had a special offer on for this week only.  But, even then, as I said earlier, you then have to do something with that knowledge; it’s no point just listening.  Who are you going to tell?

But, there is another type of listening.  One that is very easy to overlook because we are so wrapped up in what we are doing.  Listening to your customers.  Worse still is listening and then carrying on just as you were.  And this one really worries me.  Because sooner or later, if customers aren’t listened to, and feel as if they are being listened to, they have a nasty habit of becoming ex-customers! 

So, what’s my point?  Well simply, are you giving your customers what they want, or just what you want to give them?  There’s a big difference and a big difference in your reward if you can get it right.