[Music] in this video we're going to talk about understanding your customers so the second thing you have to do if you really want to understand your customers is you have to listen intently so you've asked them some intelligent questions now you have to listen so you want to listen to exactly what the customer wants not what you want and take notes if necessary okay so when I have clients and I'm asking them questions I'm listening exactly to what they're telling me and here's a little trick you guys want a little trick this is ninja stuff
when a customer is telling you something write it down take notes if you can why is that important because whatever a customer tells you in the order that they tell you psychologically the first thing is the most important thing to them and then the second most important thing and then the third most important thing okay and then we're going to teach you some techniques of how to clarify to make sure that you're on the right track but that's where you start write down take some notes exactly and then read it back to the customer right
so you want to make sure the that the customer is getting exactly what they want or at least that you know exactly what they want whether or not you can deliver it we're going to have to see depending on your on your policies and what it is they're asking for okay but not what you want that's the biggest thing so in order to do that it brings us to number two you have to actively listen to what the customer is saying okay so sometimes have you ever been in a conversation with somebody and maybe it's
a great conversation you're so excited that you're just thinking of the next thing to say right you're like would you just stop talking so I can tell you my thing does that ever happen yeah so active listening is when you're actually fully engaged you're making the eye contact you're not formulating what it is that your response is going to be you're just completely taking in the information from the person that's active listening passive listening is when you're formulating your answer before they're even done speaking or you're thinking about you know the football game or you're
thinking about something else that happened while somebody's talking to you you're not hearing them remember all of your customers want to be heard so to do that you have to actively listen to what the customer is saying I hope that makes sense next number three acknowledge verbally that you are actively listening so every now and then use this great phrase I understand or yes of course okay why you're making eye contact while you're engaged while you're present in that conversation okay I had an entertainment company years ago and we did uh we were based out
of Beverly Hills so we did a lot of uh parties for the studios we did a lot of corporate events we did a lot of celebrity events and I'll never forget this one year we were blessed enough to actually do a uh Afterparty for the Academy Awards right for one of the big studios and so we did these meetings and we brought in our teams and we were one of the things we were providing was a DJ and they told us they said there's this one particular song it's this disco song that they just didn't
want played they thought it was cheesy they thought it was overplayed overdone just one song out of the millions of songs there are out there they didn't want one particular song I said great that's easy that is easy we listened and understood well there was another guy who was in the room with me and he was dejing and so I'll never forget I'm downstairs and he was DJing from this DJ booth and there's all these people there's celebrities everywhere there's Paparazzi everybody's in their tuxes I mean this was a great night and all of a
sudden I hear the first few bars of that particular disco song that the client didn't want everything stopped and was slow motion I heard radio going off I heard people just upset the client came and grabbed me put their hand on my shoulder and asked me and said what is going on you have to actively listen to exactly what your customers want and how did that end the party was great everybody had a great time but I lost that client I lost that client and didn't get that client back for years and years later I
actually did do another event for them and they still remembered the incident that's how important this is okay so let's review you have to listen intently listen exactly to what the customer wants not what you want and take notes if necessary and next actively listen to what the customer is saying do not get caught ahead to formulate your response and acknowledge verbally that you are actively listening with I understand yes of course okay okay and then you have to deliver on whatever it is they're looking for all right we'll catch you in the next [Music]
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