Bob London says your brain moves faster than customers talk, so you jump to conclusions and assume the worst. Slow down, drop the judgment, and let them actually finish. They'll open up when they feel safe.
Chapters
One of the biggest impediments to getting the most from a customer or prospect out of discovery is our own busy brain. Statistically, our brains can hear 4 times as many words per minute as people speak. If I'm trying to listen to the customer, my brain is racing ahead and I may think of things like, well, I'm debating them in my mind, like, no, we already did that. We already covered that. Why don't you know that? Why didn't you click the link on one of the emails I sent you that had a training module that answers exactly what you're talking about right now, Mr. Is customer. And I think when you can kind of check your ego at the door in these conversations and just let them have their say, even if they're wrong or missed something completely, that's okay. Don't take it personally. Don't judge what they're saying. Just try and understand it. Because just using the example of, you know, well, we sent them that training link 3 times. Why don't they know how to do that? Guess what? They're busy. They have other things to do. They're trying to get their job done and go home. And by the way, they have a life outside of work. So let's try not to judge them again, unless there's some toxicity in the relationship, at which point there's a whole nother conversation that has to happen to kind of bring the temperature down. That's not what we're talking about here. We're talking about a place where there's equilibrium and they're talking about things and that we should not let our brain go to a place that assumes negative intent or any failure on the customer's part. Let's just use the conversation to help them feel comfortable opening up about everything.
