How to become a trusted advisor to clients and speed up decision making

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Attention spans aren’t what they used to be, since 20 minutes to just two seconds – which was enough time to read that sentence. Add in the paradox of choice, and it’s no wonder there’s so much indecision. One of my favorite pieces of research on this topic is the jam experiment. Shoppers were presented with a display of 24 different types of jams, which seemed like a great way to satisfy everyone’s taste buds. But when presented with a display of just six options, shoppers were 10 times more likely to buy jam. He choice galore drew attention but stifled decision making.

That’s not to say that companies should eliminate options. That can also pose a problem, as clients often do their research before making decisions. They know other options exist, so quickly eliminating so many options can leave them questioning your recommendations. Generally speaking, the companies that win are those with teams that play more advisory roles in the relationship: the relationship is not about driving a sale, but about enabling decision making.

As a client, I certainly prefer to have conversations about my challenges and goals, but I also want someone to advise me, not sell me some product or service. Whether it’s B2B or B2C, customers want companies to inform them about which direction to consider and how to get there. This can only happen once you have built trust based on humility, empathy, and kindness. It is about becoming a clear expert in what you do.

Of course, there is a learning curve. You must first become a student of your own industry, or at least advise from an informed position. Allowing yourself to be a sponge while being exposed to all things industry will better equip you to share your educated point of view. customers are looking advisersand the following can help you help them make better decisions:

Related: 3 Simple Ways To Use Trust And Transparency To Foster The Long-Term Success Of Your Business

1. Choose to believe that you are an expert

Most people have more expertise than they give themselves credit for, regardless of their role. Let’s say you are a project manager. That role has exposed you to different projects for different departments and stakeholders for various companies or industries. That experience provides a unique perspective for customers

If you need reassurance, write down what you’ve worked on over the years (assignments, projects, clients, etc.). Think about the hours you’ve spent working on proposals, talking to clients, planning executions, and managing projects. Seeing what you know will increase your confidence to advise yourself and believe in what you have to offer. And that confidence will improve your job performance in general. In fact, 98% of workers surveyed by Indeed they said they performed better when they felt safe. While customers may have the last word, that doesn’t take away from their experience. Begin to recognize and take pride in what you bring to the table.

2. Become a genuine and active listener

If you want to take more advisory role, you must understand the client’s situation before making recommendations. That requires active listening. Consider the example of when I started running and went to the store to buy a pair of running shoes. The options felt endless. The sales associate could read the uncertainty on my face, so he approached me with a question: “New to running?” I nodded, and he posed a series of additional questions, some of which would never have crossed my mind. He even asked me to jog to see how my foot would hit the ground. All of that information helped him narrow my selection down to three running shoes.

What you did applies to interactions you might have with a customer. You are not only listening to the customer’s responses, but you are also observing how they respond to what you are asking. Research has shown that communication is 55% non-verbal, 38% vocal and only 7% verbal. So, ask questions, watch customer reactions, listen to their responses, and follow up with more questions. Then when you make a recommendation, the client knows that it is based on a true understanding of their situation.

Related: The art of active listening requires leaving the ego behind

3. Don’t be afraid to make recommendations.

Making recommendations to clients is one thing. Telling them what to do is another, as it may force them to make a decision. This is not to say that your background does not provide an understanding of what will best suit your needs. But, as a consultant, you want to keep clients in the driver’s seat. Therefore, offer multiple options to choose from. You can you do this in the form of a question, such as “What about X?” or an affirmative, such as “Maybe we could try AND.”

If you are asked for your opinion, feel free to give it. That shows how well you’ve established yourself as a consultant. Tell them what you would do if you were in their place. If necessary, direct them in the best direction, proposing it as a suggestion and offering your opinion on the value of that option. Just make sure that the final decision is in your hands.

Related: Use These 5 Tricks To Instantly Build Rapport With Your Customers

4. Sketch a plan

while receiving a signed contract It could be the final step in the process for you, it’s the first step for your client. I’m a big fan of high-level timelines, as it gives form and objectivity to critical steps. But don’t make the mistake of putting a signed contract at the end of the timeline. Share some key steps that will happen next project approvalso the client is aware that those steps cannot occur until an agreement or proposal is approved.

A timeline like this takes the pressure off of “closing the deal” and puts more responsibility on the client to get approval, so you can continue with the initiative and the client can start to see the value.

Taking on an advisory role puts the client at the forefront, where they should be. It’s about remembering his role in the relationship. Use your experience to provide options, letting your recommendations guide the direction for better, faster decisions.