"Most people do not listen with the intent to understand; they listen with the intent to reply."
- Stephen R. Covey
For as long as I have been around salespeople or sales teams, they have lived by (or been force-fed) the idea that they should listen more than they should speak.
The idea is to get the customer talking about their pains and needs. The more a customer talks about their pains, the more they reveal or confirm their emotional experience, including vital details about potential solutions. The more a customer talks about potential solutions, the higher the probability that your solution becomes part of the conversation. The more these words come out of their mouth (and not yours) the more they are involved and included in the act of selling themselves on the idea of your product, service or solution.
As Jeffrey Gitomer said, “People don't like to be sold -- but they love to buy.”
The same principle applies in coaching. From life coaching to executive coaching, successful coaches ask questions that get their clients talking about pains, blocks, limiting beliefs and bad habits. Coaches rarely give direct advice. You’ll hardly ever hear a coach say the words “you should.” The more the coaching client speaks, the more they externalize their inner dialogue. The more the client speaks, the more they are involved in “trying on the language.”
It’s a principle we see in Motivational Interviewing and “Positive Psychology” coaching. The more the client talks about what doesn’t work, the more a coach can respond with questions like “Is that true?” or “What do you really want?”
The more clients speak about things like change, potential, possibility and self-image, the easier it is for them to envision their desired outcome. Once again, feeling the words come out of their own mouth is them trying on these beliefs to see how they feel. The better these beliefs feel, the more the coaching client sells themself the idea of change.
I believe we can widen this analogy to include the art of facilitation. Facilitators are also tasked with asking questions (mostly to groups) and waiting for them to respond. The facilitator is in the business of selling – not solutions or ideas, but consensus or alignment.
If a facilitator were to present a group with a list of 20 vendors to evaluate, the group would be resentful and inevitably tell the facilitator where to stick his list. However, if the facilitator gently and repeatedly asked the questions, “How many names do we need?” “Who else might we reach out to?” “Who else might we include?” and “Who have we forgotten?” then the group will produce a list of their own. The group is then able to point to the list, feel good about the outcome and agree on the work at hand.
THE 80/20 RULE
The Pareto Principle (or 80/20 Rule) is named after economist Vilfredo Pareto. It specifies that “80% of consequences come from 20% of the causes,” disrupting what we think we know about inputs and outputs. It is a concept that cuts across many industries and theories of distribution. (As early as 1896, Pareto had observed that 80% of the land in Italy was owned by 20% of the population.)
We now regard this as an unwritten law in business and leadership development. Where you exert 20% of your energy (or spend 20% of your time) will yield 80% of your results.
It shows up in nutrition and weight loss plans – eat healthy foods 80% of the time, and 20% of the time, treat yourself to a serving of something you love.
We see it in relationships – give 80% of your energy to your partner, keep 20% for yourself (and your personal, self-fulfilling activities).
We even see it in music production and content creation – spend 20% of your time reading other’s work, listening to reference tracks, etc. and 80% of your time writing or creating your own.
There’s no reason to believe the 80/20 Rule isn’t the golden ratio for speaking and listening – in fact (to use another auditory example), if you lower the volume on the background music at any cocktail party to 20%, you leave the perfect amount of headroom for lively conversation. It is an indication of our brain’s ability to filter signal from noise.
The same can be applied directly to selling, coaching and facilitation.
We should be listening (with the intent to understand) 80% of the time and with the other 20% we should be speaking (with empathy) and asking better questions.
ABOUT THE Author
Joran Slane Oppelt is an international speaker, author and consultant with certifications in coaching, storytelling, design thinking and virtual facilitation.