Over several meetings, we had come to a detailed understanding of the learning outcomes the client hoped to achieve in a series of workshops on relationship building skills.
I had been able to draw strong lines between the pains they were feeling and the workshop designs. We had talked in depth about how the programs would improve the outcomes her sales force was achieving.
As we wrapped the last meeting, the client seemed poised to close the engagement, and just asked for some time to review the proposal with the VP of HR.
And that was the end of the road….
Several months later, despite multiple attempts to revive it, the discussion had gone cold. The client wasn’t responding. The opportunity was dead. Stone. Cold. Dead.
What had I missed?
One of the gifts we give our business colleagues (note that I didn’t say “prospect”? See note below.) is clarity about what they want, a realistic sense of where they are, and well their current actions are working for them to close that gap. The transition of this opportunity from live and engaged to cold and dead, made me question if we had been as clear about the opportunity, and whether the benefits were as compelling as I had thought.
Question One: “What change do you truly want?”
“What will be different? How will you know? How will the firm’s position be different? How will your stature and success be different?” Probe around every dimension of their future vision that you can think of. Probe around the emotions: “How will it feel to be in this future vision?” (See my earlier blog article around empathy and emotion.)
Question Two: “How well is your current approach working for you?”
This simple, open question lets them tell you in their own words, what their current state is. If you have done your homework, you already have a working hypothesis of their business issues. This hypothesis will serve you later as you probe around their initial answer. But what you don’t know now is the inside story, the business impact and the emotional impact on them and other key stakeholders.
Question One minus Question Two equals The Gap
That gap between desired future state and their current state and current efforts provides the business case and emotional energy (think compelling event) for what they must do to bring the change to life. Without that emotional energy, they won’t have the courage and the will to win (or even engage) the internal battle for funding, project priority, etc.
When we are helping clients articulate their future vision, it is too soon to reveal the future you hope for them, and your recommended path to get there. Once you assert your value proposition and unwrap your solution, you have ended the discovery discussion.
In my situation, I began to question whether I had moved to the close too quickly. Or perhaps I had failed to accommodate the visions of other individuals who had to agree with the need and the value proposed.
True advisors have the patience and discipline to divorce themselves from their favored outcome and path at this point in the discovery. They must trust the client to envision the outcome that’s going to work the best for them. Further, they must trust themselves and their solution enough to believe that, at the right time, they can describe a realistic path that will be simple and compelling.
As advisors, we use questions and dialogue to help our clients develop greater clarity on both current state and future state. By doing so, we earn their trust. That trust gives us permission, later, to help them inform, or even challenge, their vision. Once the vision is clear, then we can help them evaluate a number of possible paths forward, including that offered by our solution.
By framing our prospect as a colleague, more than a potential buyer of our stuff, we are less likely to trigger the emotional resistance we all have, to being sold something.
This is much easier to say, than to do. Credibility as a colleague means that we really do understand their business – lots (probably years!) of experience and personal homework on their industry. Hard as it is to come by, that core business acumen is at the foundation of our power as advisors.
I never said this was easy.