that can happen by inquiring into their goals is that you have learned some-
thing about them that most competitors will never bother to learn.
The transition inquiry is about finding the sore spots, the immediate
needs, and the annoyances that are taking the fun out of the business for
the client. Every business has problems that need to be solved. Even if your
product cannot solve these problems, you are in a much better position,
because you see the big picture in regards to the challenges of the client’s
particular business.
Understanding the values of your client is the linchpin to empathy.
Too often, vendors cross lines of conversation and behavior that trespass on
values that the client holds dear. The specific values that each of your
clients have followed in building their businesses will give you a psycholog-
ical and moral portrait of the person you are building a relationship with.
It is paramount in importance to know the clients’ likes and dislikes so that
you can stay on the credit side of their emotional ledgers.
I once read a study of the conversation patterns of sales professionals
and their clients, where a clock measured who did most of the talking. It
may come as no surprise that the seller talked 49 out of every 60 seconds.
I have to pause at such a statistic and ask, “What can you possibly learn
while your mouth is moving?” You do not discover treasures by looking at
a map and talking—you discover by digging. Rouse your curiosity, use your
imagination, and ask irresistiblequestions. Once your clients start talking,
they will tell you all you need to know to succeed—with them.
SELLING WITH EQ
- Spend more time listening than you do talking.
- Ask irresistible questions.
- Focus on your clients’ needs and goals.
194 SELLING WITH EMOTIONAL INTELLIGENCE