Have you experienced a salesman looking at you like a tiger staring down his prey before pouncing?  They have that look in their eye where you’re being sized up and you can just image his inevitable attack.  The salesman’s hands start to sweat, his blood pressure increases and the thrill of the hunt is on!  Many of you who run a fitness center may inadvertently look at a prospect that enters your facility the same way.  Being passionate about fitness, you can’t wait to tell him all about your organization, the excellent customer service, your new equipment, expanded locker rooms, membership specials, etc., etc., etc.!  The best part about it is you believe in your organization so you want to share it with him.  He fills out your tour card, you get in your groove and it’s “Go Time!”  As you finish your tour with the utmost enthusiasm & passion, you sit back, smile and sigh because you’ve given your best presentation.  You feel great!  You can hardly contain yourself so you ask for the sale.  You pass the contract over to the potential client and wait.  Surprisingly he responds “I’ll think about it” and walks out the door saying thank you.  Why do you suppose that happened?

Learning how to speak without verbal communication is an art, not a science.  There are a few simple things that you can do that will improve your ability to relate and reach those you encounter.  In the above example, some sort of trust or rapport with the customer should have been developed before asking for the sale.  Why?  Effective listening is the key into any relationship, whether it’s your friend, a colleague, your husband or wife, your boss or your customer.  How do you know what things will be of interest if you don’t ask a question and then be quiet?  Try saying nothing and wait.  Just listen.  Listen with your ears, your mind and show in your body language that you’re interested in what is being said. 

Nodding your head and saying “uh-huh” or “yes” doesn’t mean you are actively listening.  Make eye contact and smile if it’s appropriate.  Be engaged in the conversation and keep a lasso around your thoughts as our minds tend to wander during a conversation.  Don’t worry about the next thing you’re going to say; think rather about what she’s feeling and then ask to make sure you understand what was just said to you.  If your mind starts to wander, stare at the customer’s mouth and focus on the lips.  It’s a quick trick to help you keep listening instead of drifting. 

If you hear “I don’t like the feeling that everyone is watching me, especially because I’m overweight,” you could respond with “so being the center of attention in a place like this would make you feel uncomfortable then?”  The person would most likely respond “yes” and then continue with other objections or explain this notion in greater detail.  Gradually, conversation will move toward real issues and concerns.  Saying “I know what you mean” as a first response is sales & customer service suicide.  You don’t know what is meant because you haven’t really listened.  Two ears…one mouth.  They should be used proportionately at the very least. 

The emotional trust that you create with your customer by listening allows barriers to come down and free speech to occur.  Take it a step further and listen empathetically.  Not only show concern but feel it.  Put yourself in the customer’s shoes and try to imagine yourself in the same situation.  How would you feel?  How would you react?  If you can engage in this type of listening you’ll not only gain a customer, you’ll gain loyalty that’s not often lost.  After listening, you’ll be able to show how your organization does care, can help, and will enable her to achieve her goals.

Start by becoming a better listener and the rest will take care of itself.  Try it for one week.  The next time someone talks to you…listen.

Contributing Writer:

Chris Adsit, Certified Personal Trainer NASM, ACE, Sports Nutritionist.  A graduate of St. Norbert College, Adsit has given seminars on training methodology, assessment and programming to universities, high schools and middle schools. With 15 years experience in the fitness industry. Chris has found his home at Matrix Fitness as Education Specialist.