Why Understanding is more Important than just Listening

Throughout the last week of class, we discussed the importance of listening and using what you hear to further the conversation and ask questions. While studying and understanding this concept of sales, it got me thinking. There are many conversations that happen where one party just listens to what the other has to say without actually taking the information and processing it. Why just let them talk then talk about your own thing? Well, I think the importance of understanding is as follows. Yeah sure, someone can listen and process information then give a response, but how would things change if that person chose to take the information received, process it, understand it, then relate to it? This idea opens up a more emotional connection to that person. For example, you are a manufacturer selling baseball cards to an interested buyer. Sure, yeah you can listen to their interests and wants, but that won’t lead far. Say for example the person really likes babe ruth, and when that information was processed, you made a connection, a person connection. Such as, “Oh wow! My grandmother loved babe ruth, she went to all his games and was his number 1 fan!” This opens the personal connection and shows the buyer that you actually care and are interested in what THEY want.

My example of this was while I was selling colognes. I had this one cologne I loved, called Imagination by Louis Vuitton. I was talking with a friend of a friend, and they showed interest in cologne, and more specifically, IMAGINATION. I then told them that I had that cologne, and it was my favorite scent. They mentioned that the cologne was very expensive and they did not want to buy the whole thing without knowing what it smelt like. SO, I pitched my business, which was sampling colognes, and they ended up buying one of my samples. Because I related to them and showed INTEREST, it led to a sale for my business.