By Catherine Jewell
Professionals are known for their diagnostic skills. You wouldn’t think much of a doctor or lawyer who didn’t ask questions. To be a professional to your clients, you need to ask powerful questions that lead to partnership.
- First, ask permission to have the conversation.
You aren't receptive to questions when you are distracted or rushed. Ask your client: "Is now a good time?" to set the stage for an important conversation. Don't ask for a meeting unless you care about the answers.
- Work for a 2/3-1/3 dialogue.
Dialogue is the equal give-and-take of two people in conversation. But, when meeting with clients, allow them to talk 2/3 of the time. This assures that you fully understand their needs. By speaking less and waiting to join in, you create value for your opinions.
- Avoid these deadly questions.
Avoid questions that generate only yes/no responses. They can stall a conversation. Also avoid quid-pro-quo or this-for-that questions that force a yes or no response. We've all heard high-pressure sales questions such as: "If I can get my manager to sell this car at cost, will you buy it today?" Use them and you risk making your client feel manipulated. Avoid shopworn questions such as: "Can you tell me what keeps you awake at night?" While these may have been masterful at one time, these generalized questions seem unimaginative and out-dated.
- Start with context.
A good question starts with a statement that shows what you know and where you are coming from. "We have been working with several national clients in your industry and our research shows that you might have some of the same issues with this site…" Use real data and don't focus on yourself or your company too much. The context statement sets the stage.
- Seek vision, thoughts and feelings.
The most valuable insights you get from clients will be about what they see in the future, what they think and how they feel. Keep reminding yourself that clients are emotionally charged about work, just as you are. Asking about these intangibles gives you valuable information you can leverage later.
- Ask about processes.
Process questions ask about the actions involved or the steps taken when addressing a situation. When answered, these questions reveal what clients do when they are successful and allows them to demonstrate knowledge about something they know well. Example: "How is this company addressing the new OSHA guidelines?"
- Ask content questions.
The content question passes the test for being open because it elicits a detailed, perhaps even lengthy response about the ingredients or the contents of something. You might ask: "What functions are you supporting with the current space and where are you looking to expand?" Or: "What factors caused you to choose this site?"
- Ask follow-up questions.
Stay present and attentive as you ask questions. You will find it natural and even enjoyable to keep the conversation going by asking follow-up questions. These can be as simple as: "Why is that?" "Really?" "What do you mean?" Staying focused and in the moment signals that you are sincerely interested in the answer and the person giving it. Be careful not to spend your time formulating your response or your next question.
- Recognize critical information when you hear it.
Critical information usually takes the form of change that is significant. Minor shifts in policy can create major consequences. Also look for data that will affect the political, social or economic landscape. Your client will be impressed that you understand the significance of what you have been told.
- Make a careful record of words used in conversations.
Always come prepared to take notes. If a client calls, pick up a pad of paper so that you can capture details and the essence of what is said. Record the actual words that are important to the client. Then, feed back those words when you present the solution. Client: "We want the library to represent a welcome lobby for the rest of the campus." Architect (6 months later) "This library design provides a welcome to students, much like the lobby of a hotel extends a welcoming look and feel to guests."
- Summarize your understanding.
At the end of a meeting, summarize what you have just heard. Your client will be amazed that you know so much!
Catherine Jewell works with A/E/C firms to upgrade their business presentation and selling skills. The services of her company include sales workshops, marketing retreats and coaching for sales teams. She is the author of “STAR Performance.” To learn more, call 800-829-5648, visit www.CatherineJewell.com or e-mail her at cj@CatherineJewell.com.
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