Picture yourself sitting in your doctor’s office. You feel terrible – so terrible that you finally went to get your doctor’s prognosis. Your doctor walks in, takes one look at you and tells you what’s wrong.
No questioning. No prodding. No poking. No cold stethoscope.
How much confidence would you have with your doctor’s diagnosis?
None at all, right?
Yet time and time again, we see this in the business world. Prescriptions are offered without a thorough diagnosis. So many times, we treat the symptoms of the problem, rather than solving the problem itself because we don’t take the time to discover the real problem.
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Hear George & Mary-Lynn talk about today's post on The Bigg Success Show! Click the purple player : Play Now | Play in Popup | Download___
Ad hoc diagnosis cost this salesperson a client
We have a friend who sells television commercials. Recently, he told us about one of his new clients. This client had been running radio ads for his high-end grills. They didn’t work. So the radio salesperson put him on another station. That still didn’t work. So the guy switched to television.
Our friend produced a great ad showing people having fun around his client’s grills. Sales are booming! His client is thrilled!
But the radio salesperson missed an opportunity. By thoroughly diagnosing the situation, it could have been determined that the problem wasn’t the station, it was the message. Couldn’t you use sound effects to create a picture in the listeners mind? If you hear the sound of food on the grill, can you put yourself there? If you hear people having fun, do you want to join in?
The radio sales representative could have kept the client by thoroughly diagnosing the problem to come up with the right solution, instead of just trying something else (i.e. changing stations).
5 steps to diagnose the problem
With everybody looking for cost-effective solutions today, diagnostics are increasingly important. If you don’t get to the root of the problem when you prescribe a solution, you’ll damage relationships. So follow this simple five-step process to thoroughly diagnose the problem:
1. Ask probing questions
2. Listen
This is really part of the first step, but it’s so important that we felt it should be listed separately. Listen actively and attentively.
3. Clarify
Keep asking follow-up questions and making clarifying statements until you fully understand the issue. If your client offers a vague answer to your question, ask a question that digs deeper. Or repeat your client’s answer back in your own words. Now you’re ready to …
4. Define the problem
5. Offer the prescription
Now, and only now, are you ready to offer your solution to the underlying problem.
If you care about your clients, you will seek to build the relationship even if it’s not in your best interest today. Without question, it is in your best interest long-term.
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Next time, we’ll talk about tapping into your creativity this Halloween to have some bigg fun. Until then, here’s to your bigg success!
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