Waiting in the purple-carpeted lobby on a blustery, rainy day in the Chicago suburbs, I could feel my nervousness beginning to get the better of me. The waiting room of this particular building was less of a sitting area and more of a thoroughfare that connected the two halves of the structure. As people dashed by, I could feel their inquisitive sideways glances which only served to further increase my anxiety as I was about to have my first job interview in almost a decade. After what seemed like an eternity, I was called back to the office and met the president of the company.
My initial fear was quickly allayed as I saw the "leg lamp" from one of my favorite holiday movies, A Christmas Story, on the interviewer’s desk. We connected immediately and I knew this person would not only be a great boss, but a mentor. Over the next 90 minutes, he asked me many questions about my work history, management philosophy, and team building skills. Not to be outdone, I inquired about the company, the position, the challenges that might prevent success, and how one might procure a sweet leg lamp. Even after asking the last question, I was hired the next day.
After a few weeks, I uncovered some challenges within the organization that were not disclosed during the interview. Half-jokingly, I called my boss and said, "You never told me about these challenges when you interviewed me." As he chuckled, his response was as accurate as it was perfect: "You didn't ask the right questions, did you?" He was spot on. Whether it was my initial anxiety or just simple oversight, I didn’t ask the right or specific enough questions. I hadn’t gone deep enough to get a fully accurate understanding of situations that I would be responsible for improving.
Are you asking your prospects and clients the right questions or are you robotically going through a predetermined list? Asking the right questions is based on actively listening and directing the conversation – and it’s a skill that must be honed over time. To really become great at asking the right questions – the ones that move the conversation forward to a decision – you need to shift into a different mental gear.
First, be continually curious. When you bring a genuine sense of curiosity to the sales conversation and sincerely care about providing value to your clients, it will dramatically impact the way you communicate. Even more, your audience will be far more cooperative and provide you with the information you need to move the conversation forward. Think in terms of a great reporter. These are the ones that seek to understand everything about a story from every possible angle. This curiosity allows them to get a far deeper understanding of their topic and you can do the same with your clients.
Second, stop accepting initial client information at face value. The less you base your understanding on assumptions – and the more detailed responses you are able to extract – the better in sync you will be with your client. For example, if your client states, "creativity is important to us," the vast majority of promotional products salespeople will say, "Awesome. We are super creative." However, a salesperson asking the right questions will follow up to go deeper: "What do you mean when you say creative? Do you mean creative in terms of the actual product, the use of branding, or the packaging and delivery? Are there some promotional products you've seen that strike you as creative or not creative? This will help me understand exactly what you are seeking when you’re thinking about creativity."
The key is when a client gives you an answer, ask follow up questions that force them to go deeper, to explore things in more detail. The best way to do this is to simply ask, “What do you mean by that?” This will not only help you gain a better understanding of their wants and needs, it will show them you truly care and are listening.
Every time I see a leg lamp, I fondly recall the epiphany I had when I was correctly told I failed to ask the right questions. It’s a lesson I’ve carried with me since that conversation and I’m a better communicator because of it.
The lesson is simple: People still buy from people – and brands – they know, like, and trust. When a client feels they are truly understood by you, they will like and trust you far more than your competition willing to accept information at face value. Your client won't verbally tell you that you failed to ask the right questions the way my boss did, but if you fail to ask the right questions, you will be met with the type of sales silence that kills relationships.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 18 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, president of the Regional Association Council (RAC) board, and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, and developing branding that resonates with a target audience. He can be reached at bill@PromoCorner.com.