By Todd Duncan

When Dave and I arrived at the prospect’s corporate offices, we were escorted into the top-floor conference room. Shortly thereafter, the prospects’ representatives filed in stiffly and silently and we felt like two criminals under a single bulb. All eyes focused on us and their smiles were as straight as their suits. Without a word, Dave and I knew our customary prospecting approach had become all the more important. These were straight shooters and we needed to stick to our guns.

Since they saw this as an interview of us, we exchanged a few pleasantries before the head of production said, “So tell us about the Duncan Group.” It was our moment of truth and for some a perfect opportunity to do some professional bragging. Fortunately, we didn't see it this way.

“Thanks for asking,” I replied. “The Duncan Group is many things to many companies. Our overarching goal is to help our clients and their employees become more successful through our training partnerships and programs.” I then paused. “But we can’t even begin to explain how we might do that for you until we learn what’s important to you about this training program.”

It was the key and for forty-five minutes we then dialogued about their needs and values. At the end of this time, we told them how we thought we could help and they responded that they liked what they heard and would be in touch in two weeks. On our way out, Dave and I wrote six thank-you cards and dropped them in the mailbox on the first floor and then we waited anxiously for the phone to ring.

Like clockwork, a spokesperson for the prospect called exactly two weeks from our meeting date to tell us that our company had been awarded the six-figure contract. Since we always ask clients why they choose us, Dave posed the same question to this client.

“You seemed to be the only company that knew what we were looking for,” the rep explained. “The others told us what they thought they could do for us, but none of it really seemed to fit. You understood where we are coming from.”

Lesson Summary

Never make assumptions. No matter how well you’ve prequalified your prospect, selling situations are not the place for monologues. Ask questions; ascertain their answers. Let dialogue open doors for you.

To communicate trust to your prospects, don’t ever go into a selling situation assuming you know what they need. Let them tell you what is relevant. Make listening your first priority when you deal with prospects.

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