MARKETING BUZZ
BY KAREN PIERCE, MANAGING DIRECTOR OF WORKING PARTNERS®
Shut Up Already! Selling and Servicing Your Customers Well
including those in the selling and customer-service arena. How do relationships grow or conflicts get resolved without understanding them or their problem? Likewise, I can’t problem- solve a client’s issue (and sell them something) without first knowing what they need. And it’s hard to know what they need without asking. Tese reflections sound so elementary
I
they’re borderline insulting. But what’s not so simple—though
possibly still offensive—is that few of us communicate well. We’ve got the talking part down pat, but not the part that requires us to close our mouths and focus completely on understanding the other person. We’re not really adept at the skills that require questioning, reflecting, discovering, and shuting up! If we did, I’m convinced we could generate more new business and retain more current clients (and our personal relationships would be richer, too). Let’s face it, we all know someone who
only “listens” long enough to decide what they are going to say next and waits for the other to take a breath so they can pick up where they leſt off. When we do all the talking, it can be annoying for our clients and prospects, and we miss opportunities to learn, understand, and connect. But questioning—then listening
to really understand—is a miracle connector. In the sales process, it guides the prospect (and you) to a better understanding of their needs so you can hone in on the right product information
t’s not rocket science that effective communication is at the root of most successful personal encounters,
to give them. If can diffuse defensiveness, build trust, and increase the client’s willingness to listen. And if the client feels heard and understood, they’ll see you as respectful, approachable, helpful, and confident, which makes it more likely they will see value in your product or solution. So, where’s the break-down? If discovery
is such a wonder tool, what do we need to do to become more proficient at it? What keeps us from asking more questions and talking less?
First, the easy ones:
• I’m passionate—I have so much information that I want to share with you, and once you hear everything I have to say, you’ll “see the light,” too.
• I’m impatient—It’s much quicker (and easier) for me to ratle off my monologue about safety, productivity, and liability than listening to the client’s opinions and hesitancies.
• I’m bored—I’ve heard the same misconceptions, the same complaints, and the same questions a million times. Been there, done that. Let’s cut to the chase, shall we?
• I know what’s best—Aſter all, I’ve been doing this for years. I’m the expert, the conference presenter, the author. And I’ll convince you of that if you’ll just let me get to it.
And now the barriers that are harder to look at:
• I like to be in control—Telling you what to do and how to solve your problem makes me feel important, like an authority. And I like that. (Ironically, it’s the listener, the one
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datia focus
spring 2019
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