Recently I had a well-intentioned discussion with
someone. The conversation was initiated
by a request of a mutual contact. The
person who asked me to have the talk hoped that common points between me and
this other person would make the conversation easier that it would have been
for them.
The conversation goal was to address a challenge and
suggest a workable solution. Seemed
simple enough at the time. After all,
how hard would it be to have a helpful conversation? It should have been a win-win situation.
I started with a true story. I wanted to let him know that I knew that I understood
the challenge and it was not just an empty conversation by someone who thought
they knew everything. The conversation
started well, the approach taken was good, and he appreciated the heartfelt
thoughts and the personal impact of the story.
What then was the
problem?
What problems do
most customers or prospects have with people (sales) that just want to help?
In my opinion the problem/challenge in this case was made
worse and not better, because I made some assumptions. Yes, I know the old adage about the word
assume. The personal impact story was a
good start. It created a bonding. The person indicated that they appreciated
the approach. He uses the same approach
with the people he works with.
What I found out after our second conversation was that the
conversation went bad, because one of the additional examples I used to make
the point. It was a third party story instead
of a personal story and the person was put off by it. I certainly did not intend it to be this
way. I was quite sincere in my
presentation and just wanted to give an alternative example.
Lessons learned.
We can all take note of the point here. People do business with people they like and
are like them. Personal stories help
build a relationships. What do “we” both have in common? How do I know and what makes me believe that
you understand my challenges and pains?
We all want to be
heard, and perhaps more importantly, understood.
We all know that we are supposed to ask questions. What happens too often is we ask a few
questions and then start in with a solution.
We make assumptions. For many of
us we have seen similar situations so often, that we go into an automatic mode
of “I recognize this problem, here is the
solution”.
The reality is that it probably is the same problem we
have seen so many times. Something like
inaccurate inventory, inefficiency of operations, missed or late shipments,
management decisions based on old information, etc.
When we deal with Enterprise Resource Planning (ERP)
solutions for a long period of time the challenges do seem the same and we try
to put them into a solution category. We
deal in efficiency and the sooner we find a match between challenge and
solution, the better. So efficient. So perfect.
The problem is our prospects and customers have trouble
seeing outside the box when they are in the box. They need to know that we understand and
actually care that they find a successful solution to “their” challenge. They
typically have a lot more riding on the solution than simply more efficient
operations. Almost everyone would like
to be more efficient. Everyone wants
happier customers. Happy customers are the ones that refer new business and
come back again and again and are loyal.
Our customers and
future customers need to know that we understand.
They need time to digest and discover that the solution
we see in our minds solves their challenges.
You cannot tell them it will work.
You and I need to ask more detailed questions that identify our common
interests, needs and wants. The solution
then addresses the problems or it does not.
No sales, just
conversation.
The people we interact with want to communicate. A sale is the byproduct of great
conversations, not the purpose of one.
At Dolvin
Consulting we are always learning and would like to take the knowledge
journey with you. We want to listen to
what is important to you. Contact us today so we can start
our conversation.
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