While on the phones, it’s very easy to be distracted because there is a lot of multitasking that goes into being a Conversational Marketing Expert (CME). However, as a CME, one of your main jobs is to actively listen to what the donor is saying to you. You cannot have a productive conversation with the donor unless you listen to their side of the story. Without listening, you are not having a conversation; you are talking at the donor.
When the donor is speaking to you, it gives you a chance to use active listening to find the tone of their voice and recognize how they are feeling. By determining what tone they have with you, you are able to match it. If the donor is upset or angry, you want to sound calming; if the donor is bubbly and excited, you want to match their excitement. Oftentimes, people make the mistake of not matching the donor’s tone, and it can be a killer to the call. For instance, if a CME sounds too excited and shrill and the donor on the other end sounds sad, the donor would be more likely to hang up.
It is also important to use active listening to truly understand why the donor is either motivated or unmotivated to make a donation. Being a CME can be a difficult task at times because you are busy trying to be one step ahead of the donor. However, if you don’t listen to what the donor is telling you, the way you respond to them could give them a negative view of the donor center, and they might feel like you don’t really care about what they are saying. We want the donors to know that we care about them, so when they are explaining a situation to you, take a moment to truly listen to what they are saying so that you are able to converse with them and give them a genuine response.
Using active listening from the very beginning of a call may be difficult because being a CME means doing a lot of multitasking, but being a Conversational Marketing Expert (CME) also means that we need to have productive conversations that drive meaningful results. Having a productive conversation means listening to the needs and concerns of our donors. If you do not use your active listening skills you could give the donors the wrong impression and, in turn, lose an appointment. So always take the time to pay attention!
How else do you use active listening skills in your blood donor recruitment calls?