The BIG 2 questions… they are not what you think they are!
My lovely wife and I raised 5 kids while we were both working. That was a long time ago. And ALL of them were quite inquisitive. The top question of every road trip was of course… “are we there yet?” But the dominant question, regardless of situation or timing was “WHY?”
So the road trip question, “are we there yet”, applies quite literally to the journey that we take when we seek to serve our clients. In the case of serving a client, it ends up that we oftentimes don’t really know the destination as the client does not know it either. So our inquiry must be continual and open and sincere. Sadly, most “sales” people already have a predefined destination in mind… having the client buy their “stuff”. If you will take the time to open the mind map with the client and explore where they “might” go, with your help, you will find the journey to be substantially rewarding for everyone. Start the trip, take out a map, look at possible destinations and sights to see along the way that may actually open up the alternative destinations. We can NEVER close our eyes to different paths than what we started down. If we are open and receptive the client will guide us. We need only to ask the question “are we there yet”? And keep looking for the next waypoint.
Now, the second question is a classic one. When the kids were young it was “why Daddy”. It morphed in the teen years to a bit more belligerent “WHY!!!”, often stated as a demand for justice. In our B2B world, “why” is magical, but only if used not as a tool, but as a legitimate desire to understand and explore deeper. Here again, sadly, what I see often is highly experienced sales souls seeking to get their message across so they spend an amazing amount of time pitching the client on “why” their solutions are superior and on “why” they should choose them vs the competition. These are folks that are stuck in a choice between the status quo and the dreaded big “C” word…change. Not knowing how to facilitate change within their own world they are desperately in need of someone that can help them tackle the ”change” question. They don’t need product features and benefits knowledge. They need help, real help, in understanding WHY they should change. And beyond that…. how to make it happen.
So, serve your clients by helping them understand WHY they need to change, WHY now, and WHY to your solution. Solutions come last. We all need a primer on this one… I suggest a book titled “Leading Change” by John P. Kotter.
So, get your WHY on, and truly look to serve your clients, to their benefit!
SERVE endlessly, with
OK, LET’S ROLL!