Identifying Unstated Concerns

You’re talking with a customer. Everything seems to be going well. Suddenly, the customer’s attitude changes. Why? Perhaps your customer has a hidden concern.

Stacy Frank, sales manager for KQCD-TV in Dickinson, ND, defines an unstated concern as “a stall or objection with a hidden message that’s not immediately apparent.”

Linda Murphy, an account manager with Solutech Consulting Services in Walnut Creek, CA, whose skilledconsultants help clients meet technology deadlines, tries to create an atmosphere where customers feel comfortable confiding in her.

“I put myself in their shoes, viewing myself as a partner helping to identify and solve my customers’ problem. Asking appropriate questions helps me understand customers’ needs.

Whenever my clients tell me something, I ask myself, ‘Why are they telling me that?’”

Danger Signals

How can you tell if an unstated concern may be getting in the way of your sale? Frank tells his reps to be aware of verbal and nonverbal cues.

Frank says to listen for these verbal signals: The customer starts to ramble or beat around the bush. The customer tries to change to an unrelated subject. The customer says impatiently “I’ll give you five minutes.” The customer gives a soft, hesitant “no” response, indicating concerns that aren’t being shared with you.

Unspoken cues are also revealing. Frank recommends watching for the customer looking away, short answers, neutral responses, and customers shrugging. Any of these signals may indicate the customer is distracted by other concerns. Notice when an old customer acts completely different than usual. Physical surroundings may affect customers’ concentration. Hectic or disordered surroundings may cause your customers’ attention to wander.

The Real Problem

How do you encourage your customers to open up and share unstated concerns without scaring them away or antagonizing them?

Sometimes a direct but caring question can help. Frank sometimes says, “Be honest. Is this a busy time?” Or, “You gave me time to see you today. Obviously you had some interest in our service. Could you explain why you were interested. What’s changed for you?”

Murphy restates her client’s comments and asks, “Do I have a clear understanding of what you are saying?” One of her favorite questions is, “I’m curious why you would say that.” That expression often is disarming and may lead to the prospect’s sharing previously unstated concerns.

Murphy recalls, “A prospect said her company wasn’t accepting new vendors. I responded, ‘I’m curious why you are not considering working with new vendors.’ I wasn’t criticizing, merely seeking clarification. She replied, ‘I’d be spending all my time with our human resources department setting you up as a preferred vendor.’

“Once I understood her concern about too much time and paperwork, I said, ‘We don’t have to do that yet. All I want is an opportunity to fill a job order for you. Then, you will know what it’s like to work with us.’”

Frank’s TV station depends on repeat customers. Sometimes, meeting away from the office and showing you really care about your client helps. Frank recalls how he and a rep addressed a customer’s unstated concern.

“I assigned a new rep an automobile dealership that is a major client. This dealer usually changes his commercials every month and is very outgoing. Suddenly, my rep noticed a big change. The owner was seldom at work, acted preoccupied and would say, ‘I’m sure the commercial is fine. Keep it as it is.’

“Realizing something was wrong, we invited him to lunch. At the restaurant, we said we were worried about him. Was anything wrong? Could we help? Because of our close relationship, the dealer told us his mother had broken her hip and then learned she had cancer.

“The dealer appreciated our sensitivity and lack of pressure. This also helped us professionally. The dealer gave us complete control of all his advertising, putting us in contact with his sales manager so we could always get help.”

Frank and Murphy recommend careful listening, building a relationship based on trust and mutual respect, and showing you care more about the customer than the sale. Murphy adds, “My listening between the lines and restating what customers say helps them feel comfortable and relaxed with me.

“My ‘I’m curious’ statement encourages them to share their unstated concerns with me. Once I understand what is bothering them, I can work with customers to resolve these problems.”