This is a post from my My 20-day Zappos + Buffer Values Challenge
“Listen First, Then Listen More”
Everyday we hear things, TV, people talking to us, but how much do we listen?
Sometimes, it’s quite easy to talk – if someone tells you about their recent holiday, sometimes it’s tempting to talk to them about your recent holiday the moment you get a chance. But that’s not always what you should do.
Lots of people, starved of good listeners, find actually actively being listened to a very powerful thing. You can gain respect, make friends, simply by listening to people.
When I tried to do politics, and stood in the 2010 general election for the Pirate Party, we learnt this the hard way.
If you ever get involved in a political campaign in the UK, you’ll find that the best way of engaging with voters, is knocking on their door. This is kind of scary the first 2-300 times, but to some degree the fear subsides.
What we came to learn was that it was much easier, and much more effective to knock on people’s door and ask them what problems they had in the neighbourhood, than knock on the door and try and get them to vote Pirate.
A couple of weeks ago, I read How to Win Friends and Influence People which pretty much codifies, and expands upon what we learnt on the streets: people like being listened to.
During a council election campaign, there was this one council house that we knocked on, and asked if they had any problems with the council. At first they said “nope, we have no problems here”, and then “well there is just one thing” and showed us an uncollected recycling bin, and then “oh well there is one more thing”, and showed a half-smashed window, and another bit where the council hadn’t made a correct modification to accommodate one disabled resident, and a string of other things. When we got back to our base, we had huge wad of issues we knew we could help them with, and we knew their life stories.
In contrast, I remember a lovely lady, I once tried to persuade to vote for me. She’d lived in the area for ~30 years, and I’d lived there for ~2, and in the nicest possible way, she batted questions at me to try and get me to justify myself. I suspect I talked myself out of her vote, simply by answering honestly. It was around then, that I decided that trying to influence politics was less enjoyable than I’d hoped, even at the best of times.
My girlfriend once described me as an extroverted introvert, and I sort of agree:
When you first meet new people, sparing using your words, and encouraging them to do the talking can help you to understand where they’re coming from and how to help them relate to you.
It’s easier this way too – you don’t have to say much, and can get a feel for what they’re interested in, and how best to respond to them.
One theoretical problem I’ve often thought about is, “if you meet someone very well known, who you respect the work of, but have little to say to, what should you say?” What should you say if you met Tom Cruise, or Katy Perry or David Beckham or someone?
It’s complicated, but, my feeling is that relying on pieces of wisdom like these can help:
“Wise men speak because they have something to say. Fools speak because they have to say something.”
“Better to remain silent and be thought a fool than to speak out and remove all doubt.”
When it comes to customers, and business, encouraging customers to talk about things that they care about can make a great deal of difference. I like rock climbing, and I was looking over this customer’s website, and I noticed the person I was talking to was also a climber, so I asked them where they’d been recently. It was as if I’d opened a floodgate – suddenly they were recommending me places to go to develop my climbing, and suddenly it felt like we were communicating on a friend-to-friend basis, rather than a business-to-business.
Another memorable moment is once when I went to a customer site to work out how we could help them. Talking about the tech they were building, where they were, where they were going, what their challenges were made a real impression on them. I thought I was just sort of gathering information, somehow, by being interested and asking them questions about how they planned to do things, they were delighted to have someone to explain it to. They took me through these details, those plans – and by the time we left, I understood a great deal about their system. The customer was so happy, they broadcasted on social media about it, and still remembered it a few years afterwards.
I think it’s also relevant if someone has some criticism aimed at you, or something you’re in control of. Going and giving them your full attention, and saying “you’re absolutely right, this does sound serious – thanks for bringing it to my attention – I’d like you to tell me all about it”, can make someone feel a lot more valued, and pacified. Do that with enough passion, and it’s completely possible to turn their relationship with your business from frustration to love.
Listening is more difficult than it sounds, but you can learn to do it, and it makes people happy.