By Carolyn Campbell
Recently a passionate, knowledgeable community leader and business owner came to me for help with his faltering business. His workshops are great and he loves speaking to groups, but his talks and classes don’t turn into business. It was immensely frustrating for him because he had no idea what he was doing wrong.
We took a look at how he does his outreach to build his business. Since he absolutely loves public speaking, I went to watch him speak.
His talk was fabulous. Everyone was drawn in and inspired by his expertise, humor, and connection. I was giddy with my own delight as a participant. The participants couldn’t wait to talk to him after it was over.
So, if his talks are great and his audiences enamored, why aren’t these events generating clients?
As the ‘fly on the wall’ observer, I was able to listen in on his conversations with the participants. He was personable and engaging. His ability to connect is unparalleled. His challenge: crossing that line of ‘business as usual’ to get to the heart of someone’s need.
Once we took time to reflect on his conversations, we identified places where he could have crossed that line and more fully engaged with the person’s individual needs. Here are a few ways to get to the heart of the matter:
1. Take the initiative to create an ongoing relationship.
At the beginning of his talk, one participant asked a personal question couched in generic terms. My client did a terrific job of making the answer relevant to the full group while communicating to the man that he understood the personal nature of the question. It was quite amazing to witness how he connected with the man AND the group.
Afterwards, the man came up to him and said, “I’d love to get your help. What’s the best way to arrange time with you?”
My client’s response: “Give me a call or drop me an email.”
This is a common challenge for many of my clients. You don’t want to be pushy. But, in fact, prospective clients want to feel wanted by you. Sometimes they ask this question to feel out if you are interested in working with them. My invitation: take the initiative. You might say, “I’d love to talk with you about how I can help…(name their need, as you see it or as they’ve stated it). Would you like to email me or would you like me to give you a call this week to schedule something?”
By doing this you’re finding out from them how to best move forward for them. You demonstrate your interest in relation to their needs and demonstrate a willingness to work with their schedule. (It’s always helpful to have your calendar with you…and keep it low key!)
2. Dare to name what you hear someone really wanting.
During the talk, another participant asked him several different questions about her life ‘issue’, which he again was able to relate to the concerns of the larger group. Afterwards she stayed and shared some very personal information with him. When talking one-to-one with her, he responded to each question with a ‘solving’ answer.
If a person asks you three or more questions about themselves, they are often looking for someone to help them see the ‘bigger picture’.
Noticing that she was the last to leave and kept asking for his advice, he might have said, “Wow, thanks for asking such great questions. It’s inspiring to see how invested you are in your… (health, business, parenting, etc). It seems like you want to (name what you see as their ‘big picture’ need).”
Wait and see what they say and be open to whatever it is. Then you might offer your help—and make sure it is an offer, not a ‘push’. You might say, “If a more focused conversation could help you… (fill in their need), I’d be glad to schedule a time when we can really give this question/problem the attention it deserves.”
These are not sales pitches. These are the moments to connect WITH people coming to you, asking for your help. This is the very best of business: trust and relationship.
3. Choose a ‘sign-in’ or ‘sign-up’ that is personal and productive.
Give participants the opportunity to sign up for your mailing list as they arrive and then again at the end. If you have a large group, you may even pass it around. I find it extremely helpful to let people know what you use it for. In this age where everyone is trying to market something, having a regular newsletter or ezine lets them know it’s not just another marketing list.
This month, I invite you to notice who is asking those subtle questions about your work. Or asking you the personal questions about their life. Are you glossing over them or sinking into them?
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Carolyn Campbell has more than 30 years’ experience working with non-profit and for-profit businesses. In creative and connecting ways, Carolyn melds her expertise in community outreach, education and business development to help clients expand their reach and increase their impact…using their unique approach to life. Her areas of specialty include leadership, visioning, outreach and community building.