I received this email from one of our program participants that illustrates the benefits of listening and asking questions.  Specific names have been removed to maintain confidentiality but her process and outcome are worth sharing.

Your help in prepping me for my important meeting today with our prospect from XYZ was invaluable.  It was just supposed to be a quick “coffee”, but it went much longer than that, and we had a wide-ranging discussion during which he shared some confidential information about the company and indicated a strong intent to move on with us.

After a few pleasantries, I asked him how things were going.  That question immediately got him going, with him telling me the critical things that were going on at the company and sharing with me the most important issues with which they are dealing.  I guided the discussion with a number of questions.  As the conversation progressed, I began to contribute my experiences or views on an issue, when he seemed to want it — he did enjoy the give-and-take and the harking back to our old company.  However, there were a few times when I was going to talk but shut my mouth quickly, when it became apparent that he had a lot more to say.  I also was very careful to be brief in my comments, something I’m not always good at.

I learned a lot listening to him, and also I felt that he became more and more invested in our conversation and relationship as we went along.  One piece of evidence of this is that at one point he looked at his watch and said he needed to break away.  However, he didn’t, and instead we kept going in a substantive discussion for probably another 15 minutes.

Another piece of evidence is that, early on in our discussion, he talked about getting back with us in six months.  By the end of our meeting, he had changed that to two months. Mentioning that we should be involved upfront in helping them develop their strategy.

This approach to the meeting definitely helped ensure a successful outcome.  I learned a lot about the company and their issues; we built our relationship in this new form (client-consultant vs. co-workers); and we have a next step.  I was not as nervous about the meeting as I might have otherwise been, because I really felt prepared. 

Winning approach: Ask questions. Listen. Do not interrupt. Engage them in a conversation. Allow them to think through their issue. If you want to read about how to change, you can read chapters 14, 15, 16, 17 and 18 in Ford Harding’s Rain Making – 2^nd Edition book.

Many consultants are uncomfortable asking for the sale.  They have a fear of rejection or say it feels pushy to ask and courteous to wait.  By waiting, what they don’t realize is that they could lose the sale! 

Asking for the sale is a consultant’s right.  You have spent time and energy crafting and presenting a solution to address a client’s need.  You have also flushed out and succinctly addressed specific client concerns.  Your question to the client, “Do you have any other questions?” is answered by the client with, ‘No.”  Now is the time to ask.

You’re on, so here are some approaches for your LAST question: 

·             Needs based: “Since you have agreed that our capabilities and approach meet your needs, can we work with you on this project? 

·             Relationship based: “Since we have worked well on past projects together, are you comfortable proceeding with us for this project?

·             Fee based: “If we drop our fees 15% do we have a deal?” 

·             Assumption based (Assumes that you are starting the project) “Can we schedule the first round of leadership interviews next week?” 

·            Next Steps: “Where do we go from here? “

After you ask for the business, you must follow these two sales rules to get a successful outcome:

1. When giving concessions, each additional concession should be smaller so that the client can see the end of the negotiation is near. 

2.      After you ask for the business be quiet and listen. Do not say a single word until the client responds – even if it feels like eternity! 

Silence can be golden!

Author:  Gary Pines   (gpines@hardingco.com)

Marketing meetings have become more frequent now due to work slow down.  Senior management at professional firms are spending more time meeting with each other to discuss clients, prospects and pursuits in an effort to capture the limited project opportunities in the marketplace.  At many firms, marketing meetings have become as frequent as weekly.  Participants at most marketing meetings include senior practice leaders and managers.  What most firms don’t realize is that these meetings come with a significant cost to their firms and oftentimes don’t provide a return on their investment. 

Marketing meetings are expensive!  Typical marketing meetings include 5 to 15 participants.  If they meet every other week for one hour, the total number of hours spent in marketing meetings per year is 130 to 390 hours.  As an example, at an average billing rate of $300 per hour, the cost is $39,000 to $117,000 per year.  Assuming gross margin of 12%, these meeting must generate roughly $325,000 to $975,000 to break even.    Larger firms with several group marketing meetings could be looking at a cost of several million dollars.  Depending on the firm and project size, these fees are a tall order in this economy. 

After years of working with consulting firms, I’ve seen all kinds of marketing meetings.  I thought I would share with you the Top Five Traits for the Worst Marketing Meetings with some tips on how to improve them.

1. Have participants report only leads and activity.  Lengthy information reporting becomes boring to most participants.  Don’t make the marketing meeting only a reporting session.  Adhere to succinct reporting of only relevant information.  Gather and distribute relevant data in advance of the meeting.  
2. Minimize idea exchange among participants.  Two way reporting conversations between each participant and the meeting leader squelches peer dialog and team problem solving.  Facilitate group problem solving and brainstorming for client development initiatives and challenges.  
3. Meet regularly without specific objectives.  Having regular meetings may feel like there is a focus on getting more work, but to make things happen you must establish action-oriented objectives for each meeting.  
4. Assume that your people are helping each other.  It’s a nice thought, but in reality, many individuals in different practice areas need specific action requests and follow up to cross sell.  Relationships are made one person at a time and that includes with colleagues within the same company.  Bringing people together with specific goals and action steps help facilitate development of stronger relationships among themselves and with their clients.
5. Invite everyone to marketing meeting to hear what’s going on.  Evaluate the number of regular meeting participants.  All participants should have specific action items to accomplish.  If they are not a player don’t take them offline for every meeting, invite them to only periodic meetings and learning sessions. 

Hopefully this doesn’t sound too familiar.  If it does, planning more effective marketing meetings is an easy fix which takes a bit of extra planning, but with focus can yield significantly more results and more regular attendance!

I would like to collect some stories about professionals artfully righting a sales effort that fallen in a ditch.  Here is one, for starters:

An executive recruiter accidentally called the client by the wrong name during a sales pitch.  Who hasn’t at least once in a career?  He apologized, but it was not his day, and he did it again.  The third time  he did it, he caught himself and without saying another word, picked put on his coat and started putting away his things.  The client asked what he was doing, to which he responded cheerily, “I would never hire somone who got my name wrong three times at an important meeting.  I suspect you wouldn’t either, so I don’t want to waste more of your time.  Thank you so much for the opportunity.  I wish you all success with the search.”  He had read his client correctly; the man laughed and told the recruiter to take his coat of, because he wanted to continue the discussion.  The recruiter got the search.

Do any of you have good stories about artfully turning around a difficult sales situation?

Last month in behalf of a reader I posted a Rainmaker Problem, requesting suggestions about how to make a referral.  A couple of readers responded with good ideas, but not many, probably because you were busy with pre-holiday activities.

The subject is an important one, so here are a few suggestions for requesting referrals:

• Pick the right moment.  There are times when you are much more likely to get the help you want than others.  This was the subject of an earlier post, so I will not repeat that discussion here.
• Make it easy for the client to help you.  Broad requests, like Would you consider referring us to others who might need our services?, may get yes for an answer, but they place a large burden on the client to figure you who might be a good contact for you and how to bring up your services.  That’s why they so often produce no result.  You can make it easier for the client by:

1. Being specific:  A request for a referral to the CFO or head of the Consumer Products Division or someone in a senior position at Trigestis Pharmaceuticals is much easier for the client to focus on than a broad plea for help.  Alternatively, you can ask for an introduction to someone with a specific issue with words like Can you think of anyone you know who might also be facing executive succession problems? or Do you know anyone else who handles insurance recovery problems for his company?
2. Make it clear that you aren’t asking too much.  The open ended request for introductions can, and often is, perceived as asking for access to all of a client’s contacts.  That can be off-putting.  Be clear that you aren’t asking for too much.  One rainmaker I know would ask if a client would be willing to make introductions for him and when the client agreed, would follow up with these words:  Could I make a suggestion?  Would you be willing to scan through your contact list and note down ten or a dozen people you know who might benefit from our services? After you do that, we could sit down and talk about them and, together, pick out one or two to target.  If you are uncomfortable with that language, try these words:  Thanks.  That’s awfully kind of you.  Even one or two introductions would be a big help.
3. Provide some language that the client might use when making the introduction.  This saves the client time coming up with the right approach and makes him more effective at getting you in the door.  You can use words like these:  We find that people dealing with international litigation often respond well when someone says, “If you even need a rock-solid, expert witness on transfer pricing issues, you might want to talk with Brenda Smith.  She helped us on . . .” Or you can help your client filter out good introductions form bad ones with words like We find that if you ask someone if they are interested in green design and that they say they are, it is easy to get them to agree to a meeting with us.

• Don’t put the client on the spot.  Show that you recognize that the client many choose to back away from an introduction with words like Timing is everything, so if you bring up the subject and feel that this isn’t the time to introduce us, don’t even try.  I trust your judgment on this completely.  This is especially important if the client shows even the slightest hesitation about making a specific introduction.  Asking for advice rather than an introduction is another way to reduce pressure:  I want to meet Joe Smith.  Do you have any suggestions for the best way to do that?
• Keep the client informed about what happens.  Always notify the client about how the introduction went, whether or not it was a success.  If the introduction turns into new business for you a year later, it is still important to let the client know what happened, because it shows you acknowledge the help he provided, and so reinforces the behavior.
• Be thankful.  This should be done whether or not the introduction is successful.

Do any of you have additional ideas?

About a year ago, I ran a post asking how big a business referral network should be.  Steve Shue, always helpful, posted a comment with links to discussions about Dunbar Numbers.  Anthropologist Robin Dunbar hypothesized that a person could maintain around 150 stable relationships.  Other estimates from other studies generally fall in this order of magnitude, though electronic communications may increase the number.

I have thought about Dunbar Numbers ever since and have some observations about them.  First, definitions of “stable” may vary in different circumstances.  For example, an auditor may only count client relationships that last many years as stable, but a professional who does many small projects, say a competitive intelligence consultant, may describe some relationships that last less than five years with the same word.

Second, not all relationships in a network are stable.  We need to sort through several unstable relationships to find each one that becomes stable.  Because the competitive intelligence consultant has a higher turnover rate in his core, stable network, he needs a larger pool of total relationships than the auditor does, in order to winnow through enough unstable relationships to keep sufficient stable ones.  In my experience professionals with evergreen services generally don’t have networks as large as those who sell project work.

Third, when a person first deliberately starts to build a network, she must winnow through a large number of unstable relationships to do so.   Also, in my experience, people building a practice must actively work larger networks than those who are well established.

Fourth, we do not look for stability in every relationship.  It is quite possible to network with a person for a few months or years and then find that mutual benefit from doing so declines.  Networks are full of special cases for special purposes, such as the person an architect networks with to pursue work in a specific distant location once or twice in a career.

All of this is a long way of making the point that to have a good referral network, you probably need to know more people than you think you do.

Professionals who have developed skill at selling work in their areas of expertise, often find it hard to sell a broad solution to a problem that extends into areas about which they know relatively little.  Yet, rainmakers do this all of the time.  In an earlier post, I described a change in mindset needed to become an adviser on broad sets of issues.  Clearly, a change in mindset is not sufficient.  The professional must learn to conduct a discussion about a broad business issue.  Used to having command of a subject, they often say that they don’t know what to say and ask about issues where they have limited expertise.  It is a legitimate concern.

When talking with a client in their areas of specialty, professionals ask relatively narrow questions.  Borrowing from Chomskian linguistics, I will call these surface questions.  The surface questions used to learn about a client’s desire to redesign her company’s pension program differ greatly from those required to learn about her need for a new headquarters or her need to make a merger or for any other specific problem.

However, regardless of the issue, surface questions in all specialties gather information in the same categories, such as information about the nature of the client’s issue, its source, its size, its complexity, its urgency, its risks and opportunities, and so forth.  With that understanding, it is relatively easy to construct questions, which I will refer to as deep questions, that are more generic in nature and that will allow a professional to converse with the client in areas that go beyond the professional’s area of detailed knowledge.

Here is a comparison of some surface questions with some deep ones.  For the surface questions I will assume that a location consultant is interviewing a client about moving its corporate headquarters.  The deep questions, of course, can handle a much broader set of issues.  Note that these are just sample questions, not a definitive list.  Also, keep in mind that the same question can be worded many ways.  For example, Why would that be a problem for you?  is essentially the same question as I can think of several reason why that would be a problem.  Which ones stand out to you?  I have chosen brief versions of most questions to make a point.  If you don’t like the specific words shown, see if you can reword the questions to make them more palatable.

To determine the nature of the problem:

• Surface Questions:  Why are you thinking of moving your corporate headquarters?  What kinds of talent are difficult to recruit at this location?  Why is being in a peripheral location problematic?
• Deep Questions:  What is it that you wanted to talk about?  What seems to be the issue?

To establish cause:

• Surface Question:  Why are you thinking of moving now?
• Deep Question:  How did the problem arise/develop?

To establish urgency:

• Surface Questions:  How soon does your lease expire?  If you continue to fall short in the number of researchers you recruit, how soon do you end up in competitive difficulties?
• Deep Questions:  What kind of time pressure are you under?  Why the rush?

To establish goals:

• Surface Question:  What do you want to accomplish from a move?
• Deep Question:  What does success look like?

Top establish size:

• Surface Questions:  How many people are based at the headquarters?  How do they break down by job type?  How many would you expect to move?  How many square feet do you occupy?  Do you expect space requirements to go up or down?
• Deep Questions:  How big is this issue?  How many people does it affect?

To establish scope:

• Surface Questions:  Is the current location under consideration or are you definitely going to move?  Would you consider a long distance or only a local move?  Are there certain other locations that must be considered?
• Deep Questions: What are its parameters?  What areas will be affected?  How broad a set of solutions are you willing to consider?

To establish risks:

• Surface Question:  What happens if word of the move leaks out prematurely?  What if insufficient members of the research team choose to transfer to the new location?  Are you subject to political pressures in making this choice?
• Deep Questions:  What are the risks?   What could go wrong?

To establish opportunities:

• Surface Questions:  If you move to a new location and your recruiting problem goes away, what difference will it make?  How would easier access to your customers help the business?
• Deep Questions:  What are the benefits of making the change?  How much would you gain from the change.

To establish barriers:

• Surface Questions:  Why are you considering staying put?  Why not explore alternatives directly with economic development authorities instead of working through a consultant?
• Deep Questions: What stands in your way?  Why are you considering doing this with external resources, rather than in house?

I could go on, but suspect the point is made.  Professionals who are used to showing off expertise in the questions they ask, sometimes fear deep questions are too general and so highlight their lack of content knowledge.  But clients almost always answer deep questions without hesitation.  When they are focused on talking about their problem, information that draws attention to the professional can be a distraction, even if that information is posed as a question.

I must thank Steve Shu for passing on this Chinese proverb.  For some reason I don’t fully understand, we learn more from our failures than from successes.  Does anyone know why?

Whatever the reason, we can learn lot more by putting some effort into it, asking others who were involved in the sale, both clients and colleagues what happened.  Here are just a few of the things I have learned over the years from lost sales:

• That how you look and what you do in a sales meeting is often more important than what you say.  Specifically, the client informed me that our carefully selected team may have said that they worked well together, but sent a different nonverbal message.  For the next sale we carefully programmed their appearance and actions, so that they exemplified teamwork, and we won.
• That a competitor was beating us by delivering a specific message more effectively than the firm I was with.  Because I then knew what to look for, a month later, when I saw the competitor present at a conference I was able to identify a specific slide that delivered the message.  Knowing what he was saying and how he was saying it allowed us to neutralize this advantage.
• That my little firm could compete with big ones.  A near win and a follow-up debriefing with the client showed me that we could compete with firms much bigger and better established than ours.  This helped me set my sights higher.  Six months later, I had a big win with a big client, a sale which transformed the firm.
• How to interpret body language better.  Early in my career, I came away from a meeting feeling it had been a big success.  My boss, who had participated largely as an observer, told me that we would never hear from this client again and why.  He was right.  He had read the body language better than I had.
• That specific marketing materials were ineffective.  They needed an update, which we quickly gave them . . . and then started to win more work.
• That debriefings after a loss may not always provide much insight, but doing them is worth it anyway.  Perhaps one in five post mortem interviews with clients provided real insight, but that one gave me so much insight that was worth all time spent on those that didn’t.
• That a client expected things that we could not ethically provide and so we could walk away from the loss with our heads held high.
• That the client would like us to bid again on future work.  The client had really liked us and wanted to find a way to work with us.  We just weren’t right for the current assignment.

For more on this subject see my post, Learning from Loss. What have you learned by debriefing a client after a loss?

(This is another of the rainmaking problems I post from time to time, seeking reader opinions.  If you have a problem you would like help with from this blog’s readers, send me an email describing it at fharding@HardingCo.com.)

The first time two professionals from a firm team with each other on a sales call, it can be tough, especially if they are peers. They don’t know each other’s style in a sales meeting. They don’t share the same expectations about what will happen and the easy sharing back and forth that comes from having gone on a few calls together. What should professionals planning to go on a sales call together for the first time do to ensure that their efforts are coordinated and that the meeting goes well?

Two new books of interest to aspiring rainmakers and managers of profession service firms came out this summer.

The first is The Integration Imperative by Suzanne C. Lowe [Professional Services Books, 1990].   It deals with what I believe will be the single biggest issue in business development at professional services firms in coming years, the integration of sales and marketing.  Professional service firms are well behind traditional product firms in this area.  This results, I suspect, from two major causes.    First, selling was a forbidden word in the professions for many years and still is at a few firms.  If you can’t talk about it, you can’t manage it.

Second, marketing has been a poorly defined term in the professions, in part, because it was often used as a euphemism for selling.  When not referring to selling, marketing has been used vaguely to refer to a collection of activities, including public relations, advertising, running seminars and the like.   This is a far cry from the sophisticated understanding of marketing found at product companies where the term refers to the selection and positioning of products in carefully selected markets and the way a company goes about taking those products to the  markets.

Professional firms which successfully integrate sales and marketing will have a big advantage.  Some already do.  Lowe has sought out a number of these firms and studied what they have done.

The book is divided into three parts.  The first covers why integration of marketing and sales is important and the second provides guidance on how to do it.  These are both well worth reading and studying.  Still, it is the third part that I found most interesting.  I am a sucker for case studies, and Lowe has outdone herself in this section by providing detailed studies of eleven firms across the professions.

The second book, Winning the Professional Services Sale by Michael W. McLaughlin [Wiley, 2009], neatly complements the first by providing an in-depth look at how professionals should handle a sales meeting.  It covers both the strategy and tactics of face-to-face selling from how to prepare, draw out the client’s needs, deal with surprises, prepare proposals, present, negotiate and set up the second sale.  McLaughlin also addresses critical subjects that are infrequently written about, such as when to walk away from a sale.

McLaughlin provides practical advice that is clearly based on a lot of personal experience.  For example, early in the first chapter he states that in a sales meeting every client has three burning questions of a professional:

•    Do you really understand what we need?
•    Can you do what you claim?
•    Will you work well with us?

Anyone who has sold professional services knows that these are the fundamental questions.

Though I may not agree with everything McLaughlin says, his arguments are well worth reading and a valuable check on opinions that all of us hold about selling.  This book is a good choice for anyone learning to sell professionals services and also for those interested in refreshing and sharpening established skills.