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Make Your Message Stronger with a Good Listening Plan

My colleagues and I write and talk all the time about having a message plan. And furthermore, we write and talk all the time about how strong listening skills can make your message planning stronger and easier.

But what do we listen for? Listening is great and important, and most people don’t do it very well. But is it enough just to decide to listen better? Can we be more strategic in our listening? We think so.

Let’s assume for a moment that you are meeting for coffee with an important potential customer later this week. And while you won’t be making your pitch over that cup coffee, you know that you will be making the approach sometime in the next few weeks. Any good salesperson knows that this coffee meeting will be an important step in the process. But can we think differently about that cup of coffee and what our goals might be in that meeting? Yes, we can.

Go into that coffee meeting with a listening plan. Think about the pitch you are going to be making a few weeks from now. Consider what you know already about that potential customer. How much do you know about their perspective, how they might feel about you, your company, your product? What other information do you really want to know about that potential customer? How are things going for them right now? What is she/he working on? What is his/her company focused on right now? What are they looking for?

Start by trying to figure out what you know and don’t know. And then craft a listening plan that will keep you focused on the parts of conversation that will fill in your knowledge gaps. Ask the right questions, and then listen carefully for the answers.

In addition, pay attention to facial expressions, body language, tones of voice… is there anything else you can learn there? In my experience, changes in facial expression, body language and tone of voice can often tell a lot. Do you play poker? Good poker players are always looking for a “tell,” a change of some kind that might suggest the other player is hiding something or feels strongly about something.

Your listening skills are a strategic tool in your ability to communicate. When we listen well, and strategically, we can have a better chance to understand our colleagues, customers and suppliers… and we have a better chance of finding common ground and connecting.

Good luck!

At The Latimer Group, we believe that great communication skills can change the world. We transform people and organizations with simple, repeatable techniques and mindsets. We teach persuasive communication skills through an integrated platform of corporate training, coaching, and eLearning. To learn more about how we can transform your organization, e-mail us at

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