People that wait on restaurant customers are essentially where the rubber meets the road. Their tip will depend on how well they listen to (and serve) their patrons. So, the question is: how well do you listen to your clients?

Seth Godin in a recent article entitled "What waiters can teach marketers” tells us in his usual succinct fashion that when a customer (read “client”)

“…tells you something, there’s probably a reason.”

It may be more subtle than “I don’t want ice with my water.” For example, “gee, I seem to have trouble reaching you this week.”

Listen! What the client is really saying is that communication between the two of you needs to improve. Working on becoming a better listener might just be the best lawyer-marketing resolution you could make for 2007.

Actually, I’m not a good listener or at least not as good as I should be. Bad listening isn’t just a malady of lawyers, as it is a common ailment suffered by many, many homo sapiens.  With that said, a post by Annie Little on Attorney at Work points a finger at lawyers when discussing the topic.

She states that that is one reason that “attorneys are among the least trusted professionals.” I’m not sure how much weight I would attach to their listening skills as the reason. Nonetheless, Little lists ways to be a better listener, including:

  • Act Like You Care. This would require a change of mindset by some lawyers to act like they really care and are interested in what the other person – whether a client, prospect or potential referral source – has to say. It’s easier if you maintain eye contact, and avoid looking at your smart phone every few seconds while pretending you are not doing so. It also helps to gain the other persons confidence by focusing on them while they’re speaking for nonverbal clues that will keep the conversation moving ahead in the right direction;
  • It’s Not About You. Try to make the conversation about them so you fully understand their point and don’t respond too quickly or interrupt their thought process. Until the other person has completed their thought, they’re not ready for your comment or input. You are not truly listening if you’re trying to plan what you will say next to show off your expertise. It is better to think and admit if you do not know the answer right then.  Offer to look into it and get back to them later. This could actually lead to paying work; and
  • Silence Is Your New Best Friend. Gaps in a conversation are not a bad thing, and can often lead to the person continuing to speak and share important information. It also can provide respect for you as a listener. Remember you already know everything there is to know about yourself.  So, why not spend the time letting the other person talk and provide you with information you do not have about them and their potential issues.

Bottom line message: the more you learn to be a better listener the more “clients feel listened to. And respected,” according to Little. Further, you won’t have to ask them what they just said.  If we are honest with ourselves, there are lessons to be learned there.

 

Here are some additional posts of mine on listening:

Hush up and Listen!

The Less You Talk, the Smarter People Will Think You Are

Do Clients Wish You Were like a Good Waiter?