Antarctica is the coldest, and also the windiest continent’ on planet earth and has the lowest ever recorded temperature of -89.2° C (-128.6° F) recorded on July 21st 1983. It is the fifth largest continent (‘approximately twice the size of Australia, half as big again as the USA and fifty times the size of the UK’) and ‘more than 98 percent of Antarctica is covered with ice’.*
The phrase, “sell ice to Eskimos” really does describe how some businesses approach sales and value proposition. It is absurd that anyone would want to sell ice to an Eskimo (better known as Inuit), yet consciously or unconsciously a number of business attempt to do this with nearly every of its engagement with clients or potential clients.
In his book, “Powerful Listening. Powerful Influence. Work Better. Live Better. Love Better: by Mastering the Art of Skillful Listening” Tim Hast explores the art of listening and its importance in every relationship including business.
He describes in vivid details several advantages of listening and also importantly points out that listening is not passive but an active choice, a skill that can be learned though unfortunately not taught as a core part of the educational system.
How long can a business thrive without really listening? When a business asks for feedback, what is its key motive:
- Is it to increase the bottom line?
- Is it because everyone is doing it and it is part of the ‘process’?
- Or because it really cares about its clients and seeks to improve?
If its reasons are either or both of the the first two, it is sure bound to wind up some day, sooner or later – it is just a question of when. Long lasting businesses,, besides many other good reasons, thrive on improving its processes, systems and staff to effectively reach out to potential clients and meet the needs of its existing clients. The key focus being delivering consistent value, excellent and quality experience to every client at every service point regardless of how seemingly insignificant these points may be; from its doors, over the phone, and right up to the boardroom.
Why sell ice to an Inuit? If you succeeded, how long will that last? What happens if another business comes along and starts selling heat, what chance will the ‘ice business’ have? And is it really possible to identify true needs and at the same time meet those needs? Simply put, yes! However, this does not happen by chance or a mere wish, it is a delicate and deliberate process of choosing to do business differently by first learning to listen. This does take time and the results may not be immediate, yet it is worth the effort and time and once the results start coming in, it keeps coming in.
The art of effective listening is essential to clear communication, and clear communication is necessary to management success. – James Cash Penney
Trust is rare and building trust also means giving clients only what they need when they need it and you can only know that by listening to them and once you gain your clients’ trust your work is easy. ‘Easy’ does not come easy; so is learning to listen, but you can start now.
* http://www.coolantarctica.com
