Estimated reading time: 4 minutes, 30 seconds.
TODAY’S IDEA: The listening matrix
— From Dynamic Communication: 27 Strategies to Grow, Lead, and Manage Your Business by Jill Schiefelbein
We’ve talked about listening before (here and here), but always focusing on you: how you listen and how you can listen better. But have you ever stopped to think how others listen to you? This is especially interesting in a business setting, when you need your listener to take action (sign the dotted line, for example).
In Dynamic Communication, Jill Schiefelbein broke down the listening modes into a very handy matrix to understand how people listen. “In order to move people to action, you need to understand how they are listening to you. […] Are they listening for information, or are they listening for knowledge? The answer is the difference between action and inaction—making a sale or missing an opportunity… People who listen for information do not decide. People who listen for knowledge decide.”
The listening matrix is a four-stage continuum: stages one and two comprise the time when people are listening to gather information; stages three and four comprise the time when people are listening to acquire knowledge and make a decision. The goal is to move the listeners from any of the first three stages towards stage four so that they can take action, whatever form this action may take (buy, go, do, donate, vote, enroll, etc.). The examples below are mainly focused on sales, but you can adapt them to whatever situation you need where the goal is for the audience to take action.
This is what the matrix looks like:
INFORMATION [1: The Writer → 2: The Thinker] → KNOWLEDGE [3: The Interpreter → 4: The Decider]
Stage One: The Writer
The writer is simply taking notes and collecting information, but is not there to make a decision. “Transitioning your audience from a writer to a thinker… can be done with a relatively simple line of questioning.”
- What do you think about [insert topic]?
- What is your opinion on [insert topic]?
- What are your feelings on [insert topic]?
- What is your view on [insert topic]?
- What is your perspective on [insert topic]?
Stage Two: The Thinker
At this point “your audience is still listening for information, but they may ask questions to clarify facts, figures, details, etc.” Once they take a breather from their notes, you can further engage them with these questions:
- What do you know about [insert subject]?
- Would you share with me what you know about [insert subject]?
- What does your company know about [insert subject]?
- How do you see that process working for your business? (This question is not designed for a yes/no answer; it’s used to generate further discussion.)
Stage Three: The Interpreter
Your audience is past the Information half of the matrix and is on to the Knowledge half. At this stage is when your audience “starts to interpret how something will apply—its consequences, its benefits—in their business.” By asking the following questions you will gain intel that will enable you to understand how your audience will adapt your information to their context. Schiefelbein says, “Remember, knowledge is information applied.”
- How would your business change if…?
- What would it look like if your organization used…?
- How would your job be easier if…?
- What would be the best outcome for you if…?
- How would you react if…?
- What would it take for this to work in your…?
Stage Four: The Decider
“Your success at this stage will be determined on how well you’ve connected with your audience and how well you articulate your request… Your job in this stage is to get the action.” Here are the questions that will help you get there:
- Can you see this working for your business?
- Do you see this meeting your needs?
- Are you comfortable recommending this to your board?
- Is this solution within your budget?
- Do you want to get started today?
- Is this something you feel your sales team could benefit from?
- Shall we talk about some solutions that we can work on together?
“No matter what, at this stage you need to get a “yes” or “no” and move to the next step of the relationship.”
ACTION
TODAY: Pay attention to the stages that your listeners are in, especially if you are having any conversations that require action. Adapt the questions above to move your audience to the next stage until they agree to take the desired action.
FUTURE: Adapt the questions above for your desired outcome whenever you are going to have a conversation where you need to move your audience from The Writer to The Decider. Document what works best for you and keep it as handy reference to use in a future. Don’t be afraid to test out new questions according to your project or situation. Once your audience takes the desired action, celebrate your success! And send me an email to let me know, I’ll be cheering for you. 🙂
Know someone who could benefit from this info? Please share this post with them via email, Facebook or Twitter, thanks!
P.S. – If you are in New York City next Monday, April 23 and want to meet Jill Schiefelbein (she is lovely and brilliant), she will be speaking at the same event as I: Unlearnings Live. This is a two-hour event to help you expand your world, your thinking, and the actions that make your work urgently important. Unlearnings Live is going to provide you with ideas to clear out any negativity surrounding you and create amazing environments that inspire your important work to scale. This will be an opportunity for your story to be told and for your ideas to be put into action. Please join us, we’d love to see you there!