Sharing the best advice I ever received—and how it helped me master a skill that transformed my career
By Deane Parkes
Looking back on my career, the best advice I ever received was from business guru Brian Tracy back in the early 90s. He said, “If you want to be the best at anything, study it for 60 minutes a day. One hour per day of study will put you at the top of your field within three years. Within five years, you’ll be a national authority. In seven years, you can be one of the best people in the world at what you do.”
I was lazy, so I only chose to practice this skill for 30 minutes each day. But I kept at it…for over 35 years. Over time, it permeated into everything I did in business: sales and marketing, leadership and management, setting goals, project management, personal development, team building, and a whole lot more. In fact, this single habit—and the skill it strengthened—made the biggest difference in my ability to perform and in how much I enjoyed my business career!
That skill? Listening.
Why listening is so powerful:
It builds trust: The more a customer talks to you, the more they trust you. So, talk less and find ways to get the customers talking more. Ask questions like, “How long have you been eating organic foods, taking vitamin C, or shopping in health food stores?” Then stand back and listen!
It lowers sales resistance: The more you listen, the more open the customer will be to suggestions you may have to support their wellness program and shopping experience.
It fosters self-esteem: When you actively listen, it shows the customers their opinions matter, which directly contributes to their sense of value and self-worth. Loneliness is a major issue in society and conversation can contribute to both your and their wellbeing.
It heals: A woman I know held breast cancer workshops back in the 90s. The only activity at the workshop was to have the attendees express what they were going through, since many didn’t want to talk to their partners or children for fear of instilling stress or anxiety, nor to their friends, whom they didn’t want to bother with their issues. Overall wellbeing of participants improved—just by having others listen.
Best practices for effective listening:
Spotlight the customer: Imagine a spotlight is shining on your customer as they speak. Keep it shining on the star performer and keep listening.
Listen attentively: You know if you are not!
Listen without interruption: Sure you want to jump in with your thoughts and ideas but be patient … you will get your time in the spotlight!
Pause before you speak: Take a breath, and then respond.
Ask clarifying questions: If a customer asks, “Is XYZ good for sleep disorders?” repeat their ask for clarity. For example, follow up with “So, you’d like to know if XYZ is good for sleep?” This way, you don’t go off on a tangent about sleep when they really asked if XYZ is good for sarcopenia.
To reiterate the point of my last column: in any conversation you have, the words you speak amount to far less than your tone of voice and body language. Listening is what amplifies both, working as a quiet force that shapes each exchange.