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Practice English Speaking&Listening with: Sales Eduction - The Importance of Listening and Non-verbal Communication

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So far we have used the wordlistenas a catch-all term for your ability to understand

the information your customer shares with you. In this lesson we are going to show you

a much more important and useful definition of listening. You are going to learn that

your eyes have a significant role to play in the listening process.

Here is the important distinction. From now on we are going to define listening as the

ability to fully perceive both verbal and non-verbal communication from your customer.

Heres why this is so important.

Experts have determined that less than half of communication is based on what is said.

The majority of communication is based on how something is said and on the body language

of the one speaking. So if we only listen with our ears, we are missing out on more

than half of what our customer is communicating.

Another reason that it is vital that every salesperson masters both verbal and non-verbal

communication is because it operates at a subconscious level. That means when your body

language says one thing and you say another your customer will become uncomfortable and

without even knowing why, they will begin to doubt your sincerity and/or integrity.

In previous lessons you have learned how powerful the subconscious mind is. Nonverbal communication

and body language, is a subconscious language that broadcasts our true feelings and intentions

in any given moment, and clues us in to the feelings and intentions of those around us.

It is important to recognize that non-verbal communication is a two way street. You want

to become skilled at recognizing and understanding the non-verbal communication that come to

you from customers and prospects and they will read you non-verbal communication as


When we interact with others, we continuously give and receive wordless signals. All of

our nonverbal behaviors including the gestures we make, the way we sit, how fast or how loud

we talk, how close we stand, how much eye contact we make, all send strong messages.

These messages dont stop when you stop speaking either. Even when youre silent,

youre still communicating nonverbally.

Oftentimes, what we say and what we communicate through body language are two totally different

things. When faced with these mixed signals, the listener has to choose whether to believe

your verbal or nonverbal message, and, in most cases, theyre going to choose what

they get from your nonverbal communication.

The way you listen, look, move, and react tells the other person whether or not you

care, if youre being truthful, and how well youre listening. When your nonverbal

signals match up with the words youre saying, they increase trust, clarity, and rapport.

When they dont, they generate tension, mistrust, and confusion.

If you want to communicate better in all areas of your life, its important to become more

sensitive to body language and other nonverbal cues, so you can be more in tune with the

thoughts and feelings of others. You also need to be aware of the signals youre sending

off, so you can be sure that the messages youre sending are what you really want

to communicate.

There are many different types of nonverbal communication. They combine to deliver nonverbal

signals and cues to your real feelings and to your customers. Keep in mind that these

only provide information about how someone is thinking not what they're thinking. This

is an important distinction. Observing in context is key to understanding body language.

Keep in mind that each person has their own unique body language called baseline behaviors.

When observing others, be subtle about it.

The Description of Sales Eduction - The Importance of Listening and Non-verbal Communication