I remember I used to have this sales job. It was based on multi level marketing kind of structure. I don’t remember exactly what it was that they sold, some kind of paper products. It was a pure commissioned sales job, meaning that you only made money if you sold something. And if you recruited one of your friends, and they sold something, you got a piece of the profit. The job entailed going out and “cold calling” small business owners. If you have never experienced cold calling, I recommend you try it at least once. Basically it entails waking up to strangers and trying to sell them something. It’s a great way to force yourself out of shyness, and increase your self confidence. I’ll be honest, though, it’s incredibly difficult and can cause a lot of stress, if you are totally focussed on a need to make a lot of money. If you do it just for the experience, it can be a positive eye opener. You can learn a lot about yourself.
Because it was so high stress, at this company we would meet in the morning, have a kind of cheer leading type meeting, where we’d get all pumped up. Then we’d go out in pairs and cold call all day. We’d hit up about 60 businesses, and if we were lucky we’d get about three or four sales. That mean about fifty five rejections a day, ranging from polite to “GET THE HELL OUT OF MY SHOP! CAN’T YOU READ THE SIGN THAT SAYS NO SOLICITORS!” It really can be a way to develop thick skin, which can be useful in today’s climate.
After we’d head back to the office, we would have a breakdown meeting. I guess we would try and cheer each other up after getting rejected all day long. I discovered one very interesting thing during one of these meetings. One senior sales person asked how my day went. I said it was difficult, but it helped to be persistent. I remember that I used the word ‘persistent.’ And he responded with “Oh, so it helps to be diligent?” I kind of nodded, because it was late and I wanted to go home. Now it seems like a trivial difference “persistent” versus “diligent.” After all, if you look the two words up in the thesaurus, you’ll find the two listed as synonyms. But that doesn’t tell the whole story. When I used the word “persistent,” I specifically chose that word, because based on my own experience, that was the best word to describe my own personal experience for that particular day. When he reflected back my description of the experience back to me, he chose a different word. In my mind, that word didn’t describe at all the day I had. So the end result of his “coaching,” was that he didn’t appear to understand AT ALL what I experienced that day.
It reminded me of a seminar I went to once on communication. We were all asked to think of a duck. When we shared our ducks, they were all different. Small ducks, rubber ducks, even the AFLAC duck. A simple four letter noun yielded many different ideas of a duck. Is it any wonder that a abstract word like “persistent” can have such different meanings from person to person?
In some communication models, people are taught to paraphrase what people say back to them. I disagree with this. In the above example, the salesperson tried to paraphrase my words, which were a description of my own personal subjective experience, and failed miserably. In a split second, he became somebody that didn’t understand what I had gone through that day, simply by choosing one single word incorrectly.
How to get around this? How do you communicate to somebody that is telling you about an emotionally charged experience? Simple. Repeat back their exact words to them. I’ve heard this technique referred in some places as “parrot-phrasing” rather than paraphrasing, and I think the term is accurate. If the person in the example above had reflected back to me the same word, I would have felt respected and understood, rather than otherwise. It’s simple, and all that it requires is for you to pay attention to the person talking to you, and pay attention to the words they seem to put emphasis on. They might pause a litter bit before these words, they might say them with a different tonality. Be aware that these particular words have special significance to the person using them. When you treat the other persons word with respect, you will be treating them with respect. And it not only make you appear to be really a sincere, intuitive communicator, but it will make them feel safe in talking with you and sharing their experience.
How many situations can you imagine where this would be useful?