Listen to This

In her MarketMate CD, Julie Wassom offers these tips on listening to parents who are interested in enrolling their child in your program:

• Stop talking!  You cannot listen if you are talking.  Take a breath, then listen.  “Give every man thine ear, but few thy voice.” – Hamlet
  
  
• Put the caller or visitor at ease.  Build a permissive environment for conversation.  Help her feel she is free to talk by treating her as a professional acquaintance.
  
  
• Listen to understand, not to reply.  Sound and act interested.  This will require a sequence of asking, asking another question, then listening before responding.  During on-site visits, use good eye contact and smile frequently.
  
  
• Remove distractions.  Do not do other things while talking with a prospect on the phone.
  
  
• Empathize.  Try to put yourself in the other person’s place, express understanding of their feelings.  Communicate how you see that person’s point of view.
  
  
• Avoid defensive responses, argument, or criticism.  You may feel you won your point, yet lose the appointment or enrollment.  Your caller may “clam up,” get angry or defensive, and never act on the inquiry.
  
  
• Ask open questions; then actively listen.  Encourage detailed expression of needs.

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