The “5 Whys” Method
Oftentimes, when a prospective client isn’t sure whether to hire you, it’s because you haven’t zeroed in on the REAL problem or challenge that the prospective client would be willing to invest into solving.
So I recommend the “5 Whys” method, which gained acclaim as a powerful approach used at Toyota in Japan during its growth in the 1970s.
This method will help you (and your client) get to the heart of their problem, which forms the basis for working together.
Here’s how it works: typically during an initial consultation, you’re listening for the problem or challenge a client would like help with.
Instead of stopping at the superficial level, keep going deeper by asking “why?” (what caused the problem?) 5 times.
Here’s an example. Let’s suppose you’re a life coach talking with a potential client.
Q: Hello, what motivated you to see me today?
Potential Client: I want to stop smoking.
Q: Why do you want to stop smoking, why today?
A: Well, I’m concerned about my health.
Q: True, it’s smoking impacts your health, but why today, what made you decide to take action about health today?
A: Well, I was playing with my kids, and I got winded, because I have so much tar in my lungs.
Q: Well yes, not very good, what about that bothers you?
You keep going, and you find that the potential client is concerned about how they are showing up as a role model to their kids.
They are concerned about whether they are an adequate parent.
THIS is likely the area where they would find value in working with you.
In sum: The 5 Whys approach is an easy and often-effective tool getting to the root of a client’s problem
Because it is so simple, it can be applied quickly to most any problem.
BTW, this also works for you to know why it is you really want something in your life or in your business.
Click here to download an explanation of The 5 Ways Method
Give it a try, and let me know what you think in the comments below.
November 2nd, 2009 at 5:18 pm
Hi Bill,
Why haven’t I used this method before? It is so easyand I am sure very effective. I make sure to try this in my next prospect session.
Thanks for the great tip.
Best:Judit
November 2nd, 2009 at 5:19 pm
Hi Bill — I just wanted to tell you that I listened to your last call and what you said about how to convert on a website really hit me. Singularity of purpose. Tell the visitor the benefits within seconds. Be me. I had lacklustre copy and I knew it. I took your tips and rewrote and since then I have closed three sales in about a week. Awesome
) Thank you!!
November 5th, 2009 at 1:52 pm
Bill
Great Post !! I think we often forget one simple thing and that is that we really need to listen to our client or prospect, etc. Taking a minute to listen to the whys helps us to understand more and to be able to relate more as well as offer what is needed most and matters most to the client.
Thanks