Chapter 6: More Math: Multiply Your Effectiveness with the Power of Acceptance

Well, this is our sixth date, and I feel like I’ve hardly gotten to know you. All I’ve done is talk talk talk!

Where’d you go to school? Got any siblings? When you were a kid, what did you want to be when you grew up?

OK. I’m kidding. Sort of. This particular setting doesn’t lend itself too well to true dialogue because it isn’t easy for you to talk back to me. That makes it very difficult for me to truly know what you want and need from me.

I could write the most well-researched, easy-to-read and informative article (remember when we talked about quality last time?), but if I don’t have a clue what’s really valuable to you, you’re not going to accept what I’ve got to say (remember acceptance and its critical role in overall effectiveness?). Quality multiplied by acceptance equals effectiveness (or QxA=E).

But your interactions with customers and prospects are nothing like this one-way street we’re currently on. When you meet with a customer – whether face-to-face, over the phone, via IM or whatever other fancy-schmancy methods you have these days – you have the opportunity for real dialogue.

What most salespeople – heck, most people – do when given the opportunity for meaningful conversation is TALK. When we talk, we’re living in the quality side of the equation. Whether we realize it or not, and whether we’re in a sales conversation or not – we could be talking to an old friend from high school or to a spouse – we’re trying to sell something. Could be a product. Could be an idea. Could be ourselves. But we’re selling. And we’re so excited about the quality of what we’re talking about that we lose sight of acceptance.

So how do you get on the acceptance side of the equation to ensure maximum effectiveness? It’s not as hard as you might think. Stop simply talking – about yourself, about your products, about your so-called solutions – and start asking questions.

If you know anything about true solution selling or consultative selling (and if you don’t, do yourself a favor and check out a book by Mike Bosworth or Mack Hanan), you already know about the power of compelling questions. Questions are the key to acceptance. They make the conversation all about what’s important to the customer – her needs and wants – while still allowing you to control the agenda.

Only by asking questions can you truly uncover your customers’ business problems. And only by knowing your customers’ business problems can you truly begin to present high quality, effective solutions to those problems.

Remember, a solution isn’t just a bundle of products and/or services. It addresses your customers’ critical issues. It solves.

Of course, you’ve got to have quality products and services. That’s your ticket to the dance. But if you want to build effective relationships with your customers, sell more and add more value, you’ve got to gainacceptance.

Take a few minutes right now to brainstorm some compelling questions you can ask in your next customer meeting. How can you talk less, learn more and multiply your effectiveness with the power of acceptance?

Eryc Eyl / Freelance Writer and Business Consultant