The Leg Lamp Lesson

Going deeper to better understand any situation.

Waiting in the purple-carpeted lobby on a blustery, rainy day in the Chicago suburbs, I could feel my nervousness getting the better of me. The waiting room of this particular building was less of a sitting area and more of a thoroughfare that connected the two halves of the same structure. As people dashed by, I could feel their curious sideways glances, which only served to further increase my anxiety as I was about to have my first job interview in almost a decade. After what seemed like an eternity, I was called back to the office and met the company's president.

My initial fear was quickly allayed as I saw the "leg lamp" from one of my favorite holiday movies, A Christmas Story, on the interviewer's desk. We connected immediately, and I knew this person would not only be a great boss but a mentor. Over the next 90 minutes, he asked me many questions about my work history, management philosophy, and team-building skills. Not to be outdone, I inquired about the company, the position, the challenges that might prevent success, and how one might procure a sweet leg lamp. Even after asking the last question, I was hired the next day.

After a few weeks on the job, I uncovered some organizational challenges that were not disclosed during the interview. Half-jokingly, I called my boss and said, "You never told me about this stuff when you interviewed me." As he chuckled, his response was as accurate as it was perfect: "You didn't ask the right questions, did you?"

He was spot on. Whether it was my initial anxiety or just a simple oversight, I didn't ask the right or specific enough questions. I hadn't gone deep enough to fully understand situations I would be responsible for improving, and now I had to learn on the fly.

Are you asking your prospects and clients the right questions or robotically going through a predetermined list? Asking the right questions is based on actively listening and directing the conversation – a skill that must be honed over time. You need to shift into a different mental gear to become great at asking the right questions – the ones that move the conversation forward to a decision.

First, be continually curious. Bringing a genuine sense of curiosity to the sales conversation and sincerely caring about providing value to your clients will dramatically impact how you communicate. Even more, your audience will be far more cooperative and provide you with the information you need to move the conversation forward. Think in terms of a great reporter. These are the ones that seek to understand everything about a story from every possible angle. This curiosity allows them to better understand their topic, and you can do the same with your clients.

Second, stop accepting initial client information at face value. The less you base your understanding on assumptions – and the more detailed responses you are able to extract – the better in sync you will be with your client. For example, if your client states, "Creativity is important to us," most branded merchandise salespeople will say, "Awesome. We are super creative." However, a promotional consultant asking the right questions will follow up to go deeper:

• "What do you mean when you say creative? Do you mean creative in terms of the actual product, the use of branding, or the packaging and delivery?

• Are there some promotional products you've seen that strike you as creative or not creative? This will help me understand exactly what you seek regarding merch when you're thinking about creativity."

The key is when a client gives you an answer, ask follow-up questions that force them to go deeper to explore their actual needs in more detail. The best way to do this is to simply ask, "What do you mean by that?" This will help you better understand their wants and needs and show them you genuinely care and are listening.

Every time I see a leg lamp, I fondly recall the epiphany I had when I was correctly told I failed to ask the right questions. It's a lesson I've carried with me since that conversation, and I'm a better communicator because of it.

The lesson is simple: People still buy from people – and brands – they know, like, and trust. When a client feels you truly understand them, they will like and trust you far more than your competition and will be willing to accept information at face value. Your client won't verbally tell you that you failed to ask the right questions the way my boss did, but if you fail to ask the right questions, you will be met with the type of sales silence that kills relationships.

An earlier version of this blog was previously published at PromoCorner.