- Ask Questions.
Assume that you have no idea what the client really wants. The only way to uncover his or her needs is to ask questions. Here are some helpful questions to guide you to a better understanding of your client:
- What results are you looking to achieve?
- What is most important to you? Why?
- If you could eliminate three of your biggest problems or headaches, what would they be?
- What factors do you consider when choosing a vendor?
- Process the Information.
Listen carefully to your client's response. Never interrupt a client. I know it's hard to stay quiet, but remember that you won't learn anything helpful by listening to yourself talk.
- Interpret the Information.
What is it your client is actually saying? If you are unclear on his or her meaning, pose more questions or ask for further clarification. In this way, you demonstrate a genuine concern with understanding precisely what it is that he or she shared with you.
- Confirm the Information.
Summarize what your client has shared with you, and then respond with a question to confirm your comprehension.
Begin with, "So what you are looking for is..." or "What I'm hearing is..." Then follow up with, "Is that correct?"
Instead of putting the burden of your message's meaning on the other person, take on that responsibility yourself, and ask the following questions to determine if what you said was understood:
- Is there anything that you would like me to review with you in more detail?
- What stands out as important to you?
- What do you see as the next step?
To communicate more effectively, make sure it's not the other person's responsibility to interpret your intended meaning from your comments, questions, and presentations. It's your job to be understood.
The real function of communication is the response that you receive. What the person hears, perceives, and understands always takes precedence over what you say.
When you verify whether you communicated clearly and understood accurately, clients will feel comfortable with you and with the decision-making process; they will trust their relationships with you because they are dealing with a sales professional who takes the time to understand what they really want. This will enable you to fill your clients' exact needs and best serve them the first time around, preventing costly mistakes due to faulty communication.
Imagine never again hearing, "This is not what I expected." Instead, you'll be hearing the words that would make anyone smile: "That's exactly what I wanted."
About the Author
Keith Rosen is the sales advisor for AllBusiness.com and an executive sales coach. A bestselling author, Keith has written several books, including Time Management for Sales Professionals and Coaching Salespeople into Sales Champions. Inc. and Fast Company named Keith one of the five most influential executive coaches in the country. Visit Keith at www.profitbuilders.com or email him at info@profitbuilders.com.
