Ensuring a Close Match

Start by summarizing the client’s overt needs and move to those you need to infer.

When you begin the review, choose your words carefully; tell the client what you heard as opposed to what they said. The distinction is subtle, but avoids putting words in the client’s mouth. Some phrases to avoid are :

• “What you need is...”
• “You said that...”
• “X told us you wanted...”

Some better ways of phrasing are:

• “Here’s my understanding of what you said...”
• I may be reading too much into this, but it appears that...”
• “How I interpreted X’s statement was that you had a desire to...”

Start by summarizing the client’s overt needs and move to those you need to infer. Ask the client to confirm that your review is correct, and request that they prioritize their needs. Ask if you missed anything, if there’s anything they’d like to add, or if your understanding is flawed. You just might pick up another need along the way.

ACTION POINT: Make sure you have a clear understanding of your clients needs from their perspective

The Psychology of Listening

...the “greatest compliment one human being can pay another is to demonstrate that he was listening.”

Carl Rogers (1902-1987) was one of the world’s greatest psychologists and students of human communication. He famously said that the “greatest compliment one human being can pay another is to demonstrate that he was listening.”

When a sales professional takes the time to review with a customer his or her understanding of their needs, they are indeed paying a great compliment and differentiating themselves -- yet again -- from the competition, in an emphatic manner.

ACTION POINT: Differentiate yourself in an emphatic manner by listening intently.

Reviewing Needs

But before you start to present your solutions you should demonstrate a clear understanding of his or her situation.

The perfect way to complete the needs assessment and move into the presentation phase is to demonstrate to the customer that you have been listening, that you understand what they have been saying, and that you’re in tune with what they hope to accomplish.

Everything you have done up to this pint has been focused on learning the needs of your customer. But before you start to present your solutions you should demonstrate a clear understanding of his or her situation. If you review the needs well, you’ll demonstrate credibility, empathy, sensitivity, and trustworthiness--and many buyers will make their decision to buy at this point, even before you have presented your goods and services. Conversely, without thoroughly reviewing the needs, you risk misunderstanding your client and missing the mark with your recommendations.

ACTION POINT: If there are several people in the room check with each of them that your understanding of the needs matches theirs. Just because one person agrees with you it doesn’t mean they all do

Article 6.1.8 Be Generous in all you do

The way to get what you want, is to give others what they want.

Wrapped up in the concept of goodness is generosity. If you have wealth, any type of wealth-money, counseling, hope, time, efforts, energy, then release it. The way to get what you want, is to give others what they want.

It is possible to give away and become richer. It is also possible to hold on too tightly and lose everything. The liberal man shall be rich. By watering others he waters himself. (Proverbs 11:24-26)

ACTION POINT: Give of your time, talent and resources to help others.

Evaluating Results

The second part must be devoted to selecting the most exciting ideas and evaluating them diligently to develop solutions.

Brainstorming is a great way to spend the first half of a problem-solving session. The second part must be devoted to selecting the most exciting ideas and evaluating them diligently to develop solutions.

The evaluation process doesn't have to be complex, but it does have to be managed with care. Once an idea has been selected, the challenge becomes how to turn it into a solution.

One of the most common approaches suggests first identifying the appealing aspects of an idea and then listing concerns. Identifying the positives ensures that you have captured and preserved the parts of the idea that you want to save. Then address each concern, beginning with the most troubling, until the idea becomes acceptable. At this point, when the idea has been transformed into a solution, carefully summarize your conclusions and put together a specific action plan that includes the next steps to implement the results.

ACTION POINT: Winnow your brainstorming ideas down to a workable solution.