By Keith Rosen, MCC
The Executive Sales Coach TM

If you can eliminate communication breakdowns between yourself and your clients, the result will be more sales and fewer headaches.

Breakdowns occur when the meaning communicated by one party is not properly understood by the other. Here are four easy steps that will assist you to clarify your clients' wants, needs, and expectations.

1. Ask Questions.
   Assume that you have no idea what the client really wants. The only way to uncover their needs is to ask questions. Here are some helpful questions to guide you to a better understanding of your clients:
   
   • What results are you looking to achieve?
   • What is most important to you? Why?
   • If you could eliminate three of your biggest problems or headaches, what would they be?
   • What factors do you consider when choosing a vendor?''
2. Process the Information.
   Listen carefully to their response. Never interrupt a client. I know it's hard to stay quiet, but remember that you won't learn anything helpful by listening to yourself talk.
3. Interpret the Information.
   What is it they are actually saying? If you are unclear on their meaning, pose more questions or ask for further clarification. In this way, you demonstrate a genuine concern to understand precisely what it is that they shared with you.
4. Confirm the Information.
   Summarize what they have shared with you, and then respond with a question to confirm your comprehension.
   
   • Begin with, ''So what you are looking for is ...'' or ''What I'm hearing is ..."
   • Then follow up with, ''Is that correct?''