Confident Communication: 3 step prep for an effective Customer conversation.
You’ve been putting it off all day. Your brain justifies your procrastination with a list of excuses, “the time isn’t right”, “I won’t get through anyway so why bother?” or “another day won’t matter.”
There is no time like the present when it comes to customer phone conversations.
Our discomfort reflects the cartwheels our thoughts do as our brain leaps forward assuming it knows how it will play out. Guess what? No one’s brain has a crystal ball. Not yours. Not mine. Not your customers.
Preparation always boosts our confidence. Yet I’m always astounded at the response I get to the question, “How do you plan?”
More often than not, the response I hear is along the lines of “I have an idea of what I want to say”. This is disguise for, “I’ll wing it.” I know because I used to do it A LOT!
What did it teach me? When I didn’t organise my brain or plan my thought process, I rarely maximised the opportunity in front of me. And the customer could tell. It’s not how I want to be described as a sales professional.
5 good reasons to consider conscious planning for customer phone calls (I’m sure there are plenty more!). Planning;
organises our thoughts
identifies assumptions that need clarifying
breaks down the buying process for the customer
manages our expectations
maximises the investment of everyones time
21 years of selling has taught me it doesn’t matter how much experience you have in building relationships & sales, planning is a not negotiable.
Remember, our customer’s attention is a privilege not a right.
Their time is valuable, as is our’s. Let’s not waste either.
What does my planning process look like?
I like to work backwards!
Rather than have a shopping list of things I “need” to say, I like to focus on what I need to learn to get the outcome I am looking for.
Shopping lists trap us in our own head. While we are busy worrying we might lose the chance blurt out all we know, any words spoken by our customer ricochets off our preoccupied brain. We miss the opportunity to learn valuable customer insights & understand our relevance in their world.
By slowing the communication process & planning with questions, we speed up the buying process by better understanding our customer’s perspective. It maintains focus on the customer.
My simple 3 step prep:
1. What outcome are you looking for from this conversation?
By identifying our conversation outcome in advance, we can give forethought as to how we will maintain control of the dialogue beyond the current conversation. Remember, customer engagement is a continuous journey, flowing from one interaction to the next.
Described in my March blog, Calm Your Mind to Grow Your Sales, as “Keeping the ball in your court”.
Working example of an outcome: I’d like to understand the preferred process to introduce myself to Customer X. A smaller, more realistic step that allows for learning rather than jumping straight to - I’d like to make an appointment to see Customer X.
2. What information do you need to reach this outcome?
The temptation to jump ahead & rush the process of persuasion can be tantalising. However, you can easily shoot yourself in the foot if you try to rush your customer before they are ready.
Breaking down the process of what we are asking for, offers a more realistic view of our customer’s thought process, stops us making assumptions, demonstrates respect of their preferences & manages our expectations.
Working example of information required: Name & a connection with the person who makes arrangements, preferred preferences for communication & meetings. Respecting preferences demonstrates empathy.
3. What questions do you need to ask to get this information?
This step ensures the questions asked are considered & designed to retrieve the information required to reach our desired outcome - step by step rather than leaping ahead.
Working example of statement vs question: Consider the difference, “I’d like to arrange a time to see Customer X” (statement) & “How does Customer X like to be introduced to new suppliers?” (calibrated question). The latter respecting preferences & processes, the former opening the door to be shut down by the presumption that the Customer will want to meet with us - someone they don’t know.
Taking the time to consciously prepare for a customer conversation can be the difference between a door of opportunity being opened & one being jammed shut. Access denied.
For your next customer conversation have a go following the steps, writing down your plan & freeing some brain space. You might find you create just enough space for a new bright collaborative idea that would have otherwise eluded you. Let me know how you go!
Peta x
Coach, Speaker, Commercial Growth Consultant &
Author of my sales career story from the medical device Industry My Beautiful Mess - Living through burnout & rediscovering me. Order yours at www.mybeautifulmess.com.au
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