Switch Hack

So, last week we heard that Gordon Brown had resorted to ringing voters at home to discuss issues they have contacted him about via email or post. We all know that Gordon’s biggest challenge has historically been, and still remains, connecting with an electorate used to the easy charm and personal accessibility of Tony Blair. And of course, the easiest way to connect with someone is to talk to them. I don’t mean talk to them as one of a sea of millions, but really talk to them. We might point out three basic rules.

1) Look at their concerns in isolation

2) Consider which approach will reach them most effectively

3) Use the appropriate responses to demonstrate how closely you have listened
 
It might all be PR puffery designed to soften Gordon’s rocky public image. But the premise is promising. And if the PM who, we mustn’t forget, has sixty million paying customers, can make these small steps to reach out to his audience, then some of our brands should take note. If Gordon can cut out the middle man and talk directly to the electorate in a way that makes them feel that their complaint had been adequately handled, then big business should follow. In fact, I might pen Gordon a little note to that effect and wait for the phone to ring…

Although it appears to require a lot of hard work the benefits from becoming an active listener can be well worth the effort. However, to make a genuine connection with the people we are interacting with requires being authentic in our desire to understand what is being communicated to us.

In fact the term ‘authentic listener’ is increasingly coming into play to differentiate the people who have mastered the skill of actively listening in ways that enable them to achieve a very high level of understanding.

‘Authentic listeners’ are those people who have developed a keen awareness that comes from learning to appreciate and acknowledge what is being said in spite of whether they agree or disagree with the one talking. The ‘authentic listener’ demonstrates an understanding of what the speaker is saying from the speaker’s perspective without making a judgment on the content until they have the full story. This naturally puts them in a very strong position to influence those they interact with. To try seeing the issue from another person’s point of view opens the way to discussion of the issues that both parties need to resolve.