In the world of sales and client advisory, much emphasis is placed on navigating objections.

By asking clients their reasons for saying yes, you not only reaffirm their decision but also gather valuable information that can help shape your future interactions with them.

By Bill Rambo

Co-Founder and Partner

This article explores the importance of leveraging past experiences with clients, particularly in understanding their motivations, their decision-making process, and their “ground rules” for communication. It also highlights how real-time feedback can improve your client relationships and overall effectiveness.

Understanding the “Yes” Moment

When a client chooses to say yes, it can feel like the deal is done, and many professionals hesitate to probe further, fearing that questioning might lead the client to second-guess their decision. However, the opposite is often true. By asking a client why they said yes, you can solidify their commitment and enhance your understanding of their needs.

When a client verbalizes their reasons for moving forward, it reinforces their decision, helping them to feel more confident and settled. This affirmation is a powerful tool. Clients are less likely to change their mind when they hear themselves articulate the value they perceive. Moreover, understanding why a client says yes provides key insights into how they approach decisions. This knowledge can be instrumental in shaping future interactions and offerings that align with their motivations.

For example, was the client motivated by price, quality, trust in the relationship, or the long-term value of the product or service? Knowing these answers allows you to tailor future proposals to meet their core needs, setting the stage for long-term success.

Uncovering the Client’s “Why”

One of the most critical aspects of understanding a client’s decision-making process is discovering their underlying “why.” What drives them to make certain choices? While many advisors and salespeople focus on overcoming objections, fewer take the time to delve into what compels clients to act positively. The reasons behind a client’s yes are often more valuable than the reasons behind their no.

By understanding your clients’ “why,” especially when they say yes, you gain access to the deeper motivations that shape their behavior. This could range from personal values, such as trust and loyalty, to practical concerns like product features or financial benefits. When you know what triggers a positive response, you can replicate that success in future engagements, and perhaps even with other clients who share similar motivation

The Importance of Ground Rules

Another vital component in leveraging past interactions is understanding your clients’ “ground rules” — how they prefer to be communicated with and treated within the professional relationship. Establishing these ground rules at the start of the relationship can prevent misunderstandings, improve the flow of communication, and help you deliver your service in a way that aligns with the client’s expectations.

Interestingly, many clients aren’t even aware of their own communication preferences until they are asked. In my experience coaching new advisors, when I inquire about their ground rules, they often pause and admit that no one has ever asked them this before. That leads me to believe that they are not asking their clients about their ground rules. If you don’t know your clients’ ground rules, you are missing an opportunity to tailor your communication style and interactions in a way that maximizes your impact.

Simple questions such as “How do you prefer to be updated—via email, phone, or in-person meetings?” or “How frequently would you like to check in on progress?” can make a significant difference in client satisfaction. By adapting to their preferences, you demonstrate respect for their time and communication style, which fosters a stronger, more productive relationship.

The Power of Real-Time Feedback

Another essential practice for improving client relationships is asking for real-time feedback. The most immediate and impactful feedback comes from simple, spontaneous questions at the end of meetings or interactions.

One of the most effective questions you can ask is, “How did we do?” This direct yet open-ended query invites the client to reflect on the interaction and provide immediate feedback. However, don’t stop at the first response. Often, initial feedback can be surface-level or polite. To get to the heart of what your client is thinking, apply the concept of “iceberging”—drilling beneath the initial response to uncover deeper insights. For instance, follow up with, “What could we have done differently?” or “Is there anything we could improve next time?”

This method not only helps you address issues in real-time but also shows your commitment to continuous improvement and client satisfaction. Over time, clients will come to appreciate your openness to feedback and your genuine desire to meet their needs.

Action Steps for Success

By asking clients why they said yes, understanding their “why” on a deeper level, establishing ground rules for communication, and seeking real-time feedback, you can strengthen relationships, enhance your service, and significantly improve your chances of long-term success.

Every interaction you have with a client is a learning opportunity. By leveraging past experiences and insights gained from open, honest dialogue, you build a foundation of trust and understanding that will carry forward into future engagements.

Want to Learn More

Ready to unlock more insights into how to drive great client interactions and more business? Contact us today to learn how our coaching services can help you leverage past interactions for future success.