Costco Connection - November 2006

Jeff Mowatt is an award-winning speaker and the author of Becoming a Service Icon in 90 Minutes a Month. For more business ideas, see www.jeff mowatt.com.

The success
of humility

THE GREATER YOUR EXPERTISE, the more likely it is that you are unintentionally rubbing people the wrong way by coming across as being arrogant and insensitive. The good news is that there’s an easy way to prevent this misconception.

Mention your homework. Several years ago, a couple of branding consultants approached me about enlisting their services.

They did not start asking lots of questions about me and my industry. Instead, they began by explaining that, by way of preparation, they’d been chatting with some of my colleagues and customers to find out their impressions of my company’s services. Then they asked if I would like to hear the word on the street. As you can imagine, that got my attention. And the ensuing conversation led me to engage their services.

When you talk with potential customers, begin by mentioning the homework you’ve done on their company. It’s an opportunity to let them know that you are truly interested—and a powerful way to confirm that you’re knowledgeable without coming across as one who brags.

Confirm your understanding. You may be a great listener, but are you perceived as such? Being regarded as a poor listener is a surefire way to kill a sale or curtail your career. By using a little humility, this is easy to correct. Here’s the key: Simply repeat your understanding of their needs with the phrase “Let me make sure I’ve got this straight.” If your ego were running your life, you’d never say this.

Ask permission to present. You’ve probably heard the expression that people don’t like to be sold to, but they love to buy. That means that before you present the benefits of your products or services, remember to ask for permission.

Ask permission to present with “Based on what you’ve told me, I do have some thoughts. Would you like to hear a couple of options that I think would fit for you?” Once the other person agrees, they’ll feel less like they are being forced, and more like they are being helped. C

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