It’s all perception until it’s not

Perception is a quirky thing.

As a lifelong boxing fan, I’ve witnessed decisions in bouts that today still defy reality. I’ve seen car accidents where one person is clearly at fault but contended however preposterous, that it was the other guy’s fault for being there.

How about CPA firms with a 90-plus percent realization rates? On a perception level that might seem outstanding, but one might ask, are their billing rates too low?

How about at the end of a meeting with a sales or a client prospect? Whether it went well or not often depends on whom you ask – or for that matter who dominated the conversation.

Which brings me to today’s topic.

Two types of people that have always impressed me are great bartenders and great salespeople.

You know why?

Because more often than not, they allow their customer or sales prospect to dominate a conversation. A long time server of adult beverages once confided in me that over the years people have revealed to him personal matters they wouldn’t tell their spouses or, if it was a medical issue, their doctors. He just simply stood back and allowed them to ramble on, giving advice or commentary only when asked.

And his overflowing tip jar often reflected his patient attention.

Ditto for a good salesperson.

Traditional sales training often stated that the percentage of a salesperson speaking versus a client speaking should hover around 70-30 in favor of the sales associate.

So, by adhering to that guideline, I’ll give you three guesses which party more than likely perceived that the meeting went gangbusters?

Obviously it was the one who commanded the soapbox the majority of the time and waxed ad nauseum about the unlimited benefits of doing business with his or her company or CPA firm.

Now let’s think a bit outside the box and envision juxtaposing that ratio, this time with the prospect consuming 70 percent of the meeting time. Which party do you think would come away from the meeting feeling good about what just transpired?

Now, you’re getting it.

I know it’s tempting – and I’ve been guilty of it as well – to pontificate to a potential client on what your firm or organization can offer them. But let’s face it; your competitors are doing the exact same thing. Maybe the reality is that you’re not the best solution to their problems, and someone else is, but let them talk a bit about their wants and pain points and then collectively decide if you can work together.

If not, then part as friends but leaving behind the perception that should something else arise they know where to find you.