Part of our marketing and sales research projects each year involves asking people what can be done to make them feel more comfortable and forthcoming.
People consistently reference a lack of understanding of their situation—or, as many state it, “a lack of genuine interest in them.”
Digging deeper, they say they don’t just want to hear about your plan, process, platform, products, professionalism, or promotions. What they want is to tell their story.
Instead of starting the conversation with the ubiquitous, “Nice to meet you,” or “Thank you for coming in—let me tell you a little about me and our firm,” stop and focus on them.
Consider saying, “Thank you for meeting with me. So that I can best understand your situation, I’m curious—what are you interested in, and why?” This sets the table for people to tell their story.
When I was General Sales Manager at Rolls-Royce, we never—ever—talked about our offerings before asking, “Why do you want to buy a Rolls?” Their story became the linchpin in a long-term relationship.
Lexus is now using that same approach: “Why do you want to buy a Lexus?” followed by, “Who do you want to buy it for?”
Imagine if you knew—within the first 10 minutes—the story behind WHY they are meeting with you and WHAT is on their mind. WOW, talk about being able to deliver personalized advice! So, try it and see for yourself.
Feel welcome to forward this to your peers or post it on your LinkedIn profile or blog.