The Art of client Service by Robert Solomon

Author:Robert Solomon
Language: eng
Format: epub
Publisher: Kaplan Publishing
Published: 1999-12-31T16:00:00+00:00

CHAPTER 28

Listening Is More Important

Than Talking

At a major presentation for a big piece of business, my colleagues and I came prepared with what we thought was powerful strategic insight and dazzling creative. We presented with great self-assurance for more than 90 minutes. When we were done, we asked, “Are there any questions?”

The room was silent. Then the lead client stood up and said, “Very impressive. It’s clear you thought long and hard about our business. Speaking on behalf of my colleagues, I want to thank you for all your effort. You’ll be hearing from us in about a week.”

We were dumbstruck. No questions? Not a single one? All we could do was thank the clients for their time, shake their hands, and leave.

A week later we heard from the client. The company had selected another agency.

It should have come as no surprise to us. During our presentation, we did all the talking. Not one of us thought to stop and ask the clients, “How do you feel about this?” or, “That’s our opinion; what’s yours?” or, “Am I being clear on this point?”

We came off as arrogant and tone deaf. I later learned the client felt browbeaten and excluded.

We should have known then what I know now: If, at the end of your presentation, you and your colleagues have done all the talking, you will know that you have failed.

The goal isn’t to deliver your lines exactly as rehearsed. The goal isn’t to make all of the points you want to make. The goal is to be effective, and that means engaging the client, as early and as often as possible, in a discussion that leads to a sharing of ideas and opinions, and that ultimately leads to a meeting of the minds.

In one of the best new business pitches I ever participated in, my colleagues and I never actually got to present. We certainly were prepared, but the client preferred to talk, and we let him. It led to a freewheeling, wide-ranging discussion. We went well over our allotted time. Ultimately we were awarded the account.

It was the best presentation I never made.

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