The Partner-Pipeline courses emphasize the application of skills, so I do a lot of demonstrations, case studies and role plays. That’s the only way to determine that participants know how to apply what they learned.

In a particular course on meeting with prospects, we talk about how to increase effectiveness in those conversations. For instance, when in a meeting with a prospect, we tend to get too antsy and pushy with our desire to show how we can solve their problems and address their needs. It goes like this.

When a prospect describes a problem or explains a need, your first reaction to turn the conversation to yourself. “We can help you with that.” And then you go on about your expertise and experience; maybe even giving an example. While all that may be true, it’s too early in the conversation to say it. Timing is everything.

Why? It frustrates the prospect because, in their mind, you don’t even know the full extent of their situation, yet you say you can handle it. It sounds like the only thing you’re interested in is getting their business, not helping them. Your credibility goes down in their eyes.

Instead, ask a follow up question. By doing that, you slow down the discussion. That’s when they tell you what’s really going on and what they really need. Say something like, “Tell me more.” Or, “Can you be more specific?” That way, it continues to be about them. The problem is that, even in the role plays during the course, people can’t resist responding too quickly—and I’m standing there coaching them!

If you do anything in a prospect meeting, remember to ask the second question BEFORE you reveal how you can help. You make it easier for the prospect to choose you.