Active listening is an important communication tool to master in the context of customer services and retail. From the retail perspective, understanding fully what a person is trying to say and interpreting what they want or need is crucial; get it wrong and a potential sales opportunity may be lost.
Active listening concentrates mainly on the spoken word, however it is important to be aware of body language and how this can influence meaning, for example leaning slightly forward and looking a client in the eye denotes open, honest intentions and interest it what the client has to say. Learning to listen in this way may initially seem false and clumsy, however with perseverance it should become second nature and prove an invaluable asset.
Here are some guidelines:
Show correct body language.
Clarify meaning.
Don't go off on a tangent; remember your purpose!
Are you sure of what the client is trying to say?
What is the speaker's purpose and underlying feelings?
Keep an open mind, stay calm and in control.
Rephrase what the client is saying, however don't repeat word-for-word, as this may be misinterpreted. Paraphrasing has two main benefits; it helps to ensure you have heard correctly what is being said and also helps to indicate understanding. Never take over a conversation, though a gentle interruption is acceptable.
This requires that you have listened, understood and synthesised the information you have received with your own experience and knowledge. Reflecting on the implications of what somebody is saying shows that you are interested in them and will help to build trust. It is important however, not to force your own ideals or opinions. Active listening is all about accepting the talker as they are with no bias. Use phrases such as:
"So if you had this done, then you would be able to..."
"Having your hair cut in this way would give you the option to quickly style for an evening dinner engagement or work"
"Would that help the problem of...?"
This requires skill and practice; some people wear their emotions on their sleeves, whereas others keep them hidden. Often people don't say what they mean, either deliberately or because they themselves are bad communicators.
Delicacy is required in order not to expose the speaker or press them too hard, It may be that a client is embarrassed to ask for what they want due to stereotyping, for example a man may feel uncomfortable to ask for highlights or colouring! Use phrases such as:
"If that happened to me, I'd be really upset"
"Choosing this hairstyle will really boost your confidence"
"I suppose that must make you rather annoyed"
Use open questions to extract more information when required, don't push too hard, if unsure of an answer go back to paraphrasing, for example, "Do you mean that..." Ensure that you take time to reflect on each answer, even if you have instantly made up your mind, a pause will show that you are listening actively and not rushing into a decision.
