When a client asks for changes, it's easy to blame the client. When a client cancels a project without telling you, it's easy to be angry.
Stop the leaks by reframing the conversation to ensure you're getting what you need. This will keep your pipeline full and your projects from leaking out.
STEP 1: Ask Open-Ended Questions
If you think about it, when you talk to a prospect, you're always asking closed-ended questions. A typical interview question might be "What do you want to achieve with this?"
An open-ended question doesn't close anything, it opens everything. Instead of using this kind of question, ask open-ended questions about the problem. For example,
"Why do you think your email newsletter hasn't been performing as well as it used to?"
"How have you been handling this situation?"
"What's your biggest concern?"
"What are you looking for right now?"
A good salesperson is always asking open-ended questions so he can gain insight into what the prospect's needs really are.
STEP 2: Clarify The Need
If a prospect says he wants to know what's possible with a product or service, how do you know he actually wants it?
It's easy to get caught up in the fact that the client has asked for this and that's why you're giving it to them, but it may not be a good fit.
A good salesperson never assumes the client's needs.
He'll ask a few clarifying questions to get more information. In order to clarify the client's needs, you need to understand why they were asking in the first place.
STEP 3: Clarify the Problem
Prospects often want solutions to problems and the answers they're looking for may not be the same as what you think they need.
The most effective way to understand the problem is to reframe it. When you understand the true problem, you can better determine how to satisfy it.
Ask yourself what would happen if you couldn't provide the solution you've promised.
Think about the worst case scenario and then ask the client for their input on the problem you're helping them solve.
STEP 4: Help Them Solve The Problem
When you understand a prospect's problem, you can help them find the solution.
Offering suggestions like "here are 5 products you might consider" isn't necessarily helpful because that product may not be relevant to your client's needs.
Instead, help your client figure out what they need by asking questions about the problem.
Include the following types of questions:
"What's stopping you from doing this now?"
"What's the next step?" "What would you like me to do?" "What will you need me to do next?" "What do you need help with?"
Step 5: Establish Mutual Trust
Once you help a client solve their problems, the client trusts you. They feel like you.