Intentional Listening – Part 2

In the prior Flash Briefing, we introduced the concept of Intentional Listening, based my discussion with former champion coach and current university president, Jim Tressel. 

This is a continuation of that discussion.


“Intentional listening” is how Jim Tressel learned to remember so many people and quickly recall their personal circumstances. 

Here is how Tressel described the way Intentional Listening works:

1) First, You must genuinely care about the people you are interacting with. People don’t care how much you know, until they know how much you care

2) Then, Ask them two questions: 

  1. What is most important to them?
  2. What are they most passionate about?

You must honestly want to know the answers to these questions.

You must take action on what you learn. 

Your best actions are to make sure the person is well informed and, where appropriate, to show how you can help meet their needs better than anyone else.

You must follow-up regularly, since what is important to them will change over time. You need to understand what they are thinking throughout the process.

Intentional listening can be a great way to build trust and forge long-lasting relationships. You can use this powerful technique to greatly facilitate the creation of memorable experiences with your customers.

Consider how you can apply intentional listening in your daily conversations with customers. Focus on what problem your customer is trying to solve, what is most important to them, both professionally and personally, and how your customer will measure success.

I’m DJ Sebastian… To SELL MORE, you need to become a Great Communicator. Find out more about my innovative online course at