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[11:42] The Power of Listening: A New Approach

• When you’re unaware of something, it’s invisible to you.
• Listening is often taken for granted because it’s something we do automatically.
• We all listen all the time, even when semi-conscious or not fully engaged.
• This automatic or reactive listening is a natural skill, but it can sometimes feel disconnected.
• Reactive listening occurs when we’re thinking about something else while someone is talking.
• This type of listening is like a reflex; it’s part of being human, and it can’t be turned off.
• A more profound type of listening, known as “generated listening,” requires intentional focus.
• Generated listening involves being fully present and focusing on the person’s concerns and commitments, not just their words.
• By listening for what someone is truly committed to, we build deeper connections and foster better relationships.

[21:53] The Power of Listening and Connection

• Russ spent 30 years in advertising, crafting stories for huge brands, universities, and governments, shaping how people think and feel.
• Over those years, he accumulated valuable insights into how storytelling can entertain, inspire, and deeply move others.
• The tool of human speech, Russ argues, is unmatched in power, and mastering it allows you to connect with others on a profound level.
• The goal isn’t just to talk; it’s to truly listen and understand what people are committed to, which is the key to building meaningful relationships.
• He shares a quote: “Interested people are interesting,” a reminder that genuine interest in others makes you fascinating in return.
• In his approach to business and productivity training, Russ challenges traditional sales paradigms, such as overcoming objections and cold-market prospecting, offering a new, more effective approach for today’s consumer.
• He calls this new approach “untraining,” where the focus is on improving results through better listening and connection rather than relying on outdated methods.
• Russ emphasizes the importance of generating listening, where you truly focus on the other person and ask them to elaborate on their thoughts, making the conversation more meaningful.

[26:39] The Journey from Contact to Connection

• Automatic listening isn’t bad, but generating listening gives you a far better chance of truly connecting with others.
• To create meaningful relationships, Russ believes there are four essential steps: contact, conversation, connection, and relationship.
• Most people have many contacts, such as hundreds of Facebook friends, but they don’t truly know them beyond basic details.
• By reaching out and starting a conversation, a contact can become a connection, the crucial step before any real relationship.
• Relationships, whether personal, business, or love, always begin with a conversation that allows for genuine connection.
• This connection doesn’t happen overnight—there are no shortcuts from contact to relationship without engaging in meaningful conversation first.
• Russ also emphasizes that success is a process, not an event, and mastering this process of connection is key to success in any field.

[40:34] Understanding the True Value of Connection

• Russ emphasizes that when you’re a victor, everything in your life is based on value—valuing yourself, those around you, and everything you interact with.
• The essence of working in any situation, whether it’s with a product or service, is rooted in value. Both the user and the promoter must recognize the value of what’s being offered.
• Russ teaches that generating value is not just about offering a product; it’s about understanding and conveying the true worth behind it to the consumer.
• Understanding concerns and commitments is key to moving people to action. Everything from social media ads to television commercials is now designed to speak to these deep concerns.
• Ads are increasingly effective because they target these concerns, and when they do, people are more likely to choose to buy.
• Russ’s approach focuses on recognizing what matters most to people and tailoring the message to align with their needs and desires.
• He talks about the concept of “generated listening,” which enhances how we understand and connect with others, ensuring that our offerings resonate with their values.
• By mastering this deep level of listening and connecting, we can create lasting relationships and foster environments where value is truly appreciated.

[49:15] Building Connections: The Power of Listening and Value

• Russ tells the story of how a simple return call led to a life-changing meeting with someone representing Tony Little, a famous figure in the world of fitness and infomercial marketing.
• After initially being contacted by someone who wasn’t interested in his deal, Russ agreed to meet with him, which eventually led to a personal lunch in Los Angeles.
• The meeting proved to be pivotal when the person revealed that Russ was the only one who had followed up from an article in a magazine, making him stand out from others.
• This encounter opened the door for Russ to meet Tony Little, leading to a deep and meaningful connection that was grounded in listening and understanding, not just selling.
• Through this process, Russ learned that the true value lies in building relationships, rather than forcing a sale or product onto someone.
• Russ and Tony built a friendship and partnership over time, with no immediate sales pitch—just genuine connection and mutual respect.
• The connection they developed eventually led to an enormous success, with Tony joining Russ’s business, resulting in an organization of 28,000 people generating millions in monthly sales.
• Russ emphasizes the importance of listening deeply and creating value before trying to sell anything, which is the key to building lasting, successful relationships.

Nicole Iny is the Executive Director of Grants and Consumer Education at FAIR Health, a national, independent nonprofit organization that qualifies as a public charity under section 501(c)(3) of the federal tax code. FAIR Health possesses the nation’s largest collection of private healthcare claims data, which includes over 47 billion claim records. It is dedicated to bringing transparency and integrity to healthcare costs and health insurance information through data products, consumer resources and health systems research support.

Topics:

• What is FAIR Health?
• What types of tools and resources are offered on FAIRHealthOlderAdults.org?
• What obstacles do older adults and family caregivers face when navigating the healthcare system, and what strategies can they use to find the services and support they need?
• Have you received any feedback from patients and/or their caregivers about the shared decision-making resources available on the FAIR Health consumer website?
• Where can patients, family caregivers and healthcare providers find more information?

Russ DeVan is a successful entrepreneur, coach, trainer, consultant, and accomplished sales leader. He was born and raised in Hanover, Pennsylvania. He is a graduate of the McDonogh School in Owings Mills, Maryland, and received his Bachelor of Arts degree in 1976 from Roanoke College in Salem, Virginia, where he majored in, Business, English and Sociology. Russ’ sales experience began in the summer of 1970 with the Hanover Shoe Company, where he continued in retail and direct sales through college. In 1977 he became a Territory Manager with the Lees Carpet division of Burlington Industries. In 1979, 1980, and 1981, DeVan was named to the President’s Honor Club, a distinction awarded to Lees’ top 1% of sales performers; an achievement based on volume and increase in an assigned territory.