The Most Important Question to Ask Every Client

This should have been written before my last entry on the 1 in 60 Aviation Rule, but close enough.

Whenever I do a post mortem on a deal that died, or a closed deal that had some difficulties, I can almost always draw a straight line back to the initial meeting or two with the client where their agent failed to ask the right questions.

These 5 syllables can be career changing: Why are you moving?

Agents will often tell me that they "said on the phone that..." and that is part of the problem.

What someone might share before they meet you in person will never be the full picture compared to what they'll disclose once they know you a little better.

An initial consultation with a prospective client should be prefaced with more questions than self adulation. There are three reasons why you should ask more questions.

1. People love to talk about themselves and they will appreciate the interest.

2. It gives the agent a far better insight into the client's Big Why.

3. It instructs the agent on how to tailor their value proposition, and, later, how they manage the transaction.

First, you'll have a far easier time getting their signature if you show more than a tacit interest in their goals. Just listening and showing interest will make you more likeable. And as we know, people tend to do business with people they like. They will also find you easier to trust because you are asking the discussion about them instead of you.

If you don't know what their goals or motivation is, your entire approach is blind. Years ago in sales training we called this the "hot button." The hot button is their emotional anchor for action. If you know, for example, that someone is selling their home to move closer to their grandchildren, then referring to that in your consultation is far better than blathering about your social media savvy or your company's website or market share.

When people know that you truly are invested in their actual goal, they cooperate more. They find you easier to trust. They know you listen. And you have a string tool for a reset button if and when challenges or obstacles arise in a transaction.

Always ask why they are moving. It makes things easier for all parties, and gives you an indispensable tool for demonstrating your value.