“We want to take people out of pain and make people feel better… When we take away their pain, we don’t allow them to feel the thing that is going to be the cause of transformation.”

- Peter

 

How often do you avoid speaking the truth in order to avoid confrontation? Most of us do it more often than we’d like to admit. This pesky habit could be costing you sales, costing you clients, and costing you long-term results. When you become willing to go deep, you open the door to meet the needs of others in a way that serves both you and the client.

 

“If you are uncomfortable with human emotion then you should second guess if you can cut it in the world of the transformation economy.” - Tony

 

The necessity to go deep begins long before we ever make the sale. In fact, the only difference between an individual being a client and a prospect is the exchange of money. The best place to start in going deep with individuals is to begin viewing every person you have on the phone as an actual client. You’ll find yourself more aligned with listening for an individual’s pain, and helping to solve it, if you are less consumed with making a sale.

 

Why do we avoid going deep? What causes us to miss the pain that others are sharing? Most often this happens because of two different factors. First, pain is uncomfortable. If we allow ourselves to hear the pain of others, we can then feel responsible and it becomes our pain as well. However, if you have a solution to the problem, you have the incredible opportunity to walk the person out of their pain. The second reason is that too often we aren’t actually listening. Clients desire our help, and they want to share their pain with us, and almost always, they do. But, we are too busy to hear it. If the emotional part of a client doesn’t feel heard, that is the part that is going to sabotage the sale every single time.

 

Why do we start with our sales conversations? If you are avoiding confrontation in sales, you are probably avoiding confrontation in the day-to-day interactions in your business. You can’t avoid confrontation forever, and it’s possible you live in the extremes. Do you find yourself being passive and saying “yes,” until your “no” becomes explosive? Avoiding confrontation in the present will make the inevitable future confrontation ten times worse.

 

“‘Synergy.’ It doesn’t need to be my way or your way, but our needs can be accomplished in a way that serves both of us.” - Tony

 

The best way to recognize if you are failing to go deep with clients is to go back and review your sales calls. Are you present with the clients? Listen through the conversation and identify the moment when the client reveals his or her pain. Then listen for the next question you asked. Did you empathize with the client in that moment? Were you present with them in their pain? Or did you avoid it, brush over it, or focus in on the technical details instead of the emotions?

 

If you listen through your conversations and feel stumped, it may be time to get some help! Find a professional to help you analyze your actions. It may be as simple as learning how to listen. This is about so much more than making a sale. When you are able to go deep, you are setting your client up for success. Are you willing to do whatever it takes to have real conversations and create real change?

 

Some Topics we talk about in this episode:

 

• Introduction - 0:41
• It Starts with the Sales Call - 4:23
• What Gets in the Way of Going Deep? - 9:35
• How to Tap into Synergy - 25:50
• The Symptom isn’t the Problem - 32:56
• Wrap-up and Takeaways - 41:08

 

How to get involved

• If you need help learning how to go deep in conversations with clients, the best place to start is in Scaling Transformation. Surround yourself with a community that can help you figure it out!
• Learn more about yourself, and become more equipped to help others. In this episode, Tony and Peter mentioned the DiSC Assessment. If you are interested in learning more, you can take a free assessment here.
• We discussed some valuable resources in this week’s episode. Check out one of them here.

 

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