What if you entered a room with five people waiting for your presentation and you won the deal after fifteen minutes? Or does this seem too good to be true? One year ago I was in this exact situation and it forced me to consider how to profile a customer.
I got a phone call from a CEO with an invitation to pitch my ideas to their company on how I would help them build their new company culture and develop their first line leaders, after a merger.
I knew that I was the last out of four consultants to present my ideas. “Normal” consultants would start their presentation by introducing themselves with their knowledge, experience and highlights of their offer. Is that familiar to you? Did you experience how monotonous it can be when someone does this?
Never do that! With this, you would miss the opportunity to profile your audience and to engage them, so that you get to know what is really important to them. Profiling your customer starts days, or even weeks, before with intense research.
In my specific situation, I could rarely find something about the two previous companies, before they had the merger, concerning their leadership habits or their vision. So what would you have done?
I called the CEO and asked whether they could provide some information about their past. Anything would be helpful – I said to them – because I would suggest not to ignore what eventually had worked in certain areas and to acknowledge what made each company successful, to build the new culture from there.
They provided this information and I was able to get an impression of what was important to both companies. Now I could prepare my presentation based on my knowledge of how to profile a customer, their values, needs and desires, enriched with new possibilities for a greater future.
Here is how it works:
To win this person, you should integrate them into your presentation. Ask them questions and ask them about their experience. Acknowledge what they have accomplished already.
To win this person you can mention their integrative ability. This could be helpful for future cooperation. You could create a picture of the role they could have in the upcoming process. Be careful to integrate the strong customer as well!
Don´t mislead yourself. Many introverted customers are very precise in observing what´s going on, are the grey eminence behind the scene and are the real decision maker! If you do not ask them a question during your presentation, they normally won’t say anything. However, they will register that you probably dismissed them.
Now, it´s your turn. You have all the information about the company. You have actioned this advice on how to profile a customer and met them. What do you do to win the deal?
With every handshake, be aware that your energy flows from you and through them, and then back to you and through you. Think of it as though you are inhaling and exhaling through everything you get in contact with. This is what I did in this particular situation. So I embraced everyone energetically.
I opened my presentation by asking them questions. For example:
“Before I start with my ideas concerning the new company culture we can create together I would like to ask you some questions.”
This immediately places them in a position of power and importance. Not me or my company. I presented myself strongly by wording statements and questions carefully to imply we will be working together in future.
During my presentation, I asked everyone questions, including customers that appeared to be introverted, and asked them for their perspective and point of view.
What was the result of my informed customer research? In their feedback after my presentation, they told me that I had them within the first 15 minutes because I did not present myself as a “hero” but asked and considered what was important to them as a company, and as individuals.
You should take the lead in actively integrating everyone and everything. Don’t be afraid to ask questions of the customers you profile and don’t judge anything you perceive. Build your awareness, research avidly and, most importantly, have fun. You may find that you’ve won the game!
About the author
Beate Nimsky is an inspirational catalyst for change and works with CEOs, business owners, entrepreneurs and leaders in companies developing their leading abilities. She has been a pioneer in consulting and implementing value-driven cultures in companies for more than 25 years. She is a certified Right Voice for You facilitator, a specialty program from personal development organisation Access Consciousness® and includes all the Access® tools within her coaching and consultations.
Does establishing boundaries seem harsh or restrictive? When handled correctly, it should have the reverse effect, leading to greater freedom. Relationships need to have structure, which shapes purpose and longevity. It all starts by getting to know the other individual and setting up parameters based on both of your needs. From there you can set healthy boundaries.
One of my friends and employees reminds me of the importance of setting personalised boundaries based on relationships all the time. She often says: “Let’s check in, but not too much. I don’t want to be micromanaged.” She wanted to stay connected, but not to an excessive amount unless absolutely necessary. Our relationship is mature because both of us know the expected behaviours.
Of course, I’ve had the opposite experience, too. One team member constantly pushed work on me, and I didn’t know why until she admitted she needed additional training. Her reaction to not having proper skills was to give me her work. By clearing the air, we were able to set up training for her and reestablish healthy boundaries regarding workflow and responsibilities.
If you feel overwhelmed by the thought of setting boundaries, in either your personal or professional lives, start by applying five strategies:
Establishing boundaries with others is impossible if you have zero sense of work-life balance. That imbalance can lead to burnout. You have to set up boundaries to protect your physical and emotional health.
The easiest way to reverse this unhealthy trend is to schedule uncommitted time into your day. For me, this happens during the early morning. I review my daily to-do list and layout top priorities. Those that aren’t important get rescheduled to a later date.
I’ve had clients and team members disrespect my time by showing up late for meetings or not being available when they promised they would be. Rather than get angry, I tighten my boundaries so people have no choice but to respect my time. This involves providing a specific window during which I will make myself available to them. If they choose to contact me outside of that window, I am no longer able to meet or converse.
You might feel awkward setting such clear boundaries at first. However, if you don’t waver, you’ll get results. Verify with the other person that you are allocating a specific timeframe for your meeting and that you will not be able to go past a certain time. If they show up at 3:45 p.m. for a meeting scheduled for 3 to 4 p.m., wrap up promptly at 4 as planned.
As you set your own boundaries, be respectful of others’. Otherwise, you can ruin relationships. Keep your eyes and ears open for others’ parameters. Listen to their challenges and successes, and give them the respect they’re owed. Incorporate what you learn into the boundaries you develop with them.
You’ll be asked to compromise your boundaries in the name of negotiation. While negotiation can be the right choice in some situations, it can also be used as a manipulation device so the other person gets what they want at your expense.
An influential client wanted me to add a new target market to my business plan. While they had some excellent points, they lacked a deeper understanding of why the target audience was not justifiable. I held my ground despite their insistence that I make a change based on their suggestions. Even if someone influential advises you, trust your gut and work your plan.
Nothing can derail boundaries faster than abusive internal self-talk. Speak kindly to yourself, and avoid language that cuts away at your stalwartness. When I started my company, I received an amazing amount of negativity everywhere I went. No one was positive. I had to be my motivator rather than rely on anyone else.
If you find yourself in similar circumstances, the greatest thing you can do is get a good night’s sleep. Waking refreshed will give you the energy you need to charge ahead and refrain from falling into an emotionally draining slump. Leave your phone outside the bedroom and refrain from screen time 30 minutes before bed for anxiety reduction and improved well-being.
Instead of continuing to move forward without boundaries, define your relationship borders for smoother, more pleasant travels.
About the author
Kelly Hager is the dynamic, visionary CEO of Arras Sisters, an organization dedicated to creating opportunities for women. After a near-death experience, she built a $55 million business and launched a second corporation dedicated to helping others. Kelly is an international speaker, author, and business consultant and has been a contributor to Huffington Post, CBS, NBC, and Fox.
Kelly credits her near-death experience in 2010 with giving her the clarity to enjoy life, family, her profession, and giving back. Her speaking topics include leadership, creating opportunities for women, gender parity in the workplace, team development, overcoming adversity, and building community.
