It’s How You Make Them Feel …
The last I checked, were still in a recession, but despite the recession and the news of all the layoffs, business is pushing ahead. Some analysts state that the news of layoffs is a sign of worse things to come.
Me?
I love hearing about layoffs. Ive been laid off and while it was tough, it was a throw you in the water to see if you will sink or swim experience. People are laid off for two main reasons: poor performance or they make too much.
I have spoken with a lot of people in charge of some big companies, and when you get them in a setting away from their office and the stress, the feedback is nearly the same:
Were going to be just fine. We purged our company of those who didnt want to work for a full day. They felt they were entitled to a paycheck just for showing up. We will still meet production numbers even with 5,000 less on the payroll.
Those are sharp words, but they are true. Back when I was with WordPerfect, we ballooned to nearly 6,000 employees, but due to competition from Microsoft and shrinking margins, there were massive layoffs and three years later we had just over 500 employees.
Why was it with 5,500 fewer people, we were able to sell more packages and release more products than we did before? Seriously, there were 11 buildings to house all those workers and in the end we were in just one, yet we not only met the old production numbers, we out did them.
It all comes down to having the right people, people who want to work and love what they do. Even if you are a consultant, the company who hired you wants the same too.
So what should you do? A Needs Analysis. If you own your own company, you are going to perform one on your company, if you are a consultant, you are going to perform one for them. Might I suggest performing this service for your client free of charge.
Am I crazy?
Maybe. But in these tough times, offering something of value (the needs analysis) to something you value (your customer) is never a bad decision. Plus, your goal is to get more business from your customer, and you cant get new business if your customer goes under.
We all know that you cant help a customer until you know what he or she needs. You cant provide a solution until you actually know what the problem is to solve. Determining what they need to solve this problem is key – and often, the customer doesnt even know what their actual problem is. They might know the symptoms, but they dont know the root.
Doctors diagnose a customer (patient) by asking Where does it hurt and administering tests. Rainmakers diagnose customer problems by asking questions and LISTENING intently to the answers and reading body language (or listening to voice influxion on the phone).
Asking questions randomly is going to solve one thing: wasting everyones time. You must be prepared. Asking general questions such as, What are your goals? or What are your challenges? is also a waste of time. Honestly, what do you expect to get as an answer to What are your goals? If it was me, my reply would be To make more money than I spend.
During tough times and high stress, think like the makers of Tylenol. They are, in a word, brilliant in how they market their product.
Their tag line is a simple, Feel better, Tylenol.
The #1 benefit they have marketed is, Use our product and feel better.
Is there anything more powerful?
Stress, Anxiety, Noise, and life in general all weight heavily on you or your client. If you take those away, what is the outcome?
Exactly. It is the best outcome. Since that is your goal, how do you get there. With one simple question.
What keeps you up at night? or What is your biggest stress right now?
The answer is where you attack with a series of follow-up questions until you know exactly the root of the cause and can formulate an action plan from there.
Here are some questions I have used in the past and make sure you take great notes:
- What have you tried? (remember that just because they tried it doesnt mean it wont work if you try again with a slightly different approach)
- What would you estimate this problem is costing you a week? (never just ask what it is costing them, get it in a time frame everyone can understand)
- If the problem remains unchecked, what will it do to your company in 30 days? (this compounds the seriousness of the issue and gives a timetable every consultant can work in – 30 days)
- What is your timetable? (when do they want a solution?)
- What is their budget for this problem? (this is key, as this is how you get paid. If it is high priority, their budget will reflect this. You also need to compare their budget to fix the problem in comparison to how much it is costing them a week. For example, if the problem is costing them $20k a week and they say their budget is $10k, theres a problem. In 30 days, they will lose $80k. You could propose to fix their problem for half of the loss, or $40k).
- Who else are you talking to? (Find out if you have any competition on this project).
Your meeting needs to be one hour or less. This is why preparation is key and the right questions are asked. Respect their time and you will be rewarded. Spending all day at their offices will just bog down the process. Get in, ask your questions, get out. Formulate a plan of action and win the business.
