Listening Versus Hearing

by Jim Smith on June 12, 2017 · 0 comments

Concrete Ears03






photo credit: peter pearson

Concrete Ears

Early in World War 2, before the invention of radar, the British isles had an interesting system devised for listening for incoming enemy aircraft. They constructed a number of huge, concrete, acoustic mirrors which focused and amplified sounds coming from a given direction. Some were bowl-shaped and over 30 feet in height, and others were shaped like an amphitheater wall, over 200 feet long.

Inside the structure, a trained listener would use a stethoscope to detect the distance and direction of incoming aircraft as far as 20 miles away. Although they were soon made obsolete by the invention of radar, they were used with success in their time.

A few of these remain in Britain today, and are now being preserved for their historical significance.

Listening Versus Hearing

To really understand your market and get to know what pain your favorite customers are suffering and what their concerns are, you and your customer service people need to be actively engaged in conversations with them. A conversation has two sides to it – talking and listening and the latter is what allows us to gain information.

The difference between hearing and listening should not be confused. The latter is a skill while the former is a physical ability.  Let’s face it; every complaining customer has had a moment where they’ve asked themselves, ‘Did the business hear me?’ Well, the real question is, ‘Did the business listen?’ and that is definitely a matter of choice.

You see, hearing is an involuntary process that starts with noise, vibrations, the movement of fluid in the ears and sound sent to the brain. Simple!

Where it gets a little complicated is when the noise actually arrives at its final destination: the brain! This is where listening happens.

Listening is a voluntary act where we try to make sense out of the noise we hear. That could be your customer telling you that your product sucks or your customer service representative droning on about the latest rising complaint figures. But the worst is when a customer in a crowd is vying for your attention. In any event, hearing and listening are very different because listening requires conscious action.

Here are 12 effective listening techniques so you won’t need concrete ears.

1..Open-ended questions

Ask open-ended questions to get the customer to open up

2. Eye Contact

Face the one you are listening to, lean slightly forward and make eye contact.

3. Body Language

Let your body language show your interest and concern.

4.  Listen Carefully

Listen carefully so you can understand and evaluate.

5. Read between the lines

Learn to read between the lines by listening to both verbal and nonverbal messages.

6.  Don’t prepare in advance

Come prepared mentally and physically to listen. Don’t think of answers in advance

7.  1 thing at a time

You can’t talk and listen at the same time.

8.  Empathy

Be empathetic. See the situation from the customer’s viewpoint. Walk in their shoes.

9.  Don’t interrupt

Don’t interrupt and take notes if you’re worried about forgetting a particular point.

10.  No prior expectations

Avoid setting expectations as this prejudices your opinions.

11.  Listen to the unsaid

Listen to what is said and how it is said and listen for what is left unsaid.

12.  Listen to everyone

Don’t let one person dominate a multiple-customer conversation.

Listening skills allow you to make sense of and understand what your customer is saying. In other words, listening skills allow you to understand what the customer is “talking about”.



Web Address

Web Address





Your website is the electronic storefront or reception area of your small business and your web address or URL is the electronic address of that website.  As such, you want to put the web address in as many places as possible, to help increase the traffic and ultimately the number of visitors to your website.

Here are the top sixteen spots for your web address:

1. Business Cards

Place the URL in a noticeable location on your business cards. Good spots are under your logo or below your physical address.

2. Email

The web address should be a hot link and should be in the signature panel of your emails

3. Company Stationery

Again place the URL in a prominent spot so that it can be easily found.

4. Product Packaging

If done correctly you can place the web address in multiple spots on the product packaging.

5. Marketing Brochures & Business Article

Logo should be on the front and back covers. Can also be on the title page inside.

6. Social Media Sites

Join some of the online communities like Facebook (, LinkedIn (, and Twitter ( and promote your site.

7. Signage (Windows, Vehicles, Sidewalk, Sandwich Boards)

The URL should hold a prominent spot on all of these signs.

8. E-Mail Newsletter

You might consider creating an e-mail publication, perhaps monthly with a list of tips, industry updates, or new product information. This is a superb way to stay in touch with your customers and prospects.

9. News Releases and Media Kits

Send news releases to print and Web periodicals both in your industry and in general.

10. Advertising (Yellow pages & other)

Although these are going out of fashion, you still want to be listed in them.

11. Client Surveys

Customer surveys are a good way to keep up-to-date with customer requirements. Your web address should be in a prominent place on these surveys.

12. Giveaways & Premiums

These are good promotion tools and should always have your web address in a noticeable spot.

13. Address Stamps

Don’t forget to include the web address in the old fashioned address stamp.

14. Key Directories

A link from a directory helps you increase traffic. You should submit your URL to Yahoo! Directory ( – you’ll have to pay for this service, the Open Directory Project (, which is free and and that are also paid directories.

15. Trade Organizations and Specialized Directories

Specialized industry directories and trade associations that you may belong to are ideal places to list your web address even if it costs you a fee.

16. Direct Mail Pieces

Lastly, although this is snail mail, all pieces going to customers as well as to prospects should have the URL in a place where it is readily noticeable. There should be some call to action to get the reader to link to the web address.

These sixteen spots are some of the most effective places to market your web address and consequently your business. Now is the perfect time to review your business plan and bring your web strategy up to date.


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