Why are you doing this?
It probably seems a little confrontational when I ask a prospect the simple question of “Why are you doing this?”, but really it’s just a more direct variation on a theme.
The other, less direct versions of this question are questions like:
- Why is this the right time for you to consider changing vendors?
- What performance threshold are you hoping to achieve by changing your provider right now?
- How have things changed so much in the last 6 months that you are now considering changing your provider?
- What will working with a new vendor give you that you are not getting from your current vendor?
In the end, though, it all boils down to wanting to know why.
I am working with two clients who have put this question into the early parts of their sales process and the answers they received are astonishing in their frankness. I assure you that all of these examples are real. I find some of them rather disturbing.
- “I have to look at other vendors every so often to keep procurement happy.”
- “The company we are working with says they can’t make any money because raw material costs are higher than what we pay in total price, so I’m looking to find someone who is cheaper.” (All providers in the industry buy their raw materials from the same source.)
- “We’re always looking to see what’s out there.” (The next question: “When was the last time you changed vendors?” Answer: “We’ve worked with the same company for 11 years.”)
These same clients would visit any company that would give them the time before even reaching the “Why are you doing this?” point. Their reasoning, and I hear this a lot, was, “Hey, you never know.”
True, but only if you don’t ask. If you ask, you will probably get a good idea of whether or not the prospect is interested in making a change (and whether it is worth your time to move forward in the process). The good (for you) answers from prospects to the “why” question include:
- Current vendor is failing to perform
- Specific improvement targets for changing
- Clear need for new technology, system, process or materials
- Company initiative to change approaches and therefore vendors
It’s never too late or too early to ask the “why” question, and you really can’t ask this question often enough. By finding out the prospects’ motivation you can find out the reality of whether or not they actually plan to change. After all, change is where the money can be found.
Great post and a wonderful suggestion.
1I will be giving this more “direct” approach this week and track the outcome/answers. As always Thank You for such a informative post!
Ooh, you know that “why” is a hot-button issue for me. I agree with everything in your premise, but would still counsel avoiding the “W-word” in the conversation.
“Why” is chock-full of judgment. No matter how objective your inquiry, it sounds like you are challenging. And yes, I know you ARE challenging in this situation….but do you want to be right or do you want to be heard?
“Why did you…” is, in my experience, guaranteed to raise the hackles of 99% of adults —and it turns them into sullen adolescents. Maybe it’s baggage from parents or spouse, or maybe it’s just the seed of insecurity/guilt that we feel when we’re not sure we’ve made the right decision. Especially if the decision at hand is a poor one, you need to reduce the other person’s resistance to a new idea, not make him or her feel cornered.
I will never win a contest on diplomacy, but even I, a.k.a. Blunty McBlunterson, am very careful with “why.”
2Jennifer,
Now you know a lot of it is in the how you ask, right? But, I would still push the provocation as a valuable part of the early qualification process. So many fishing expeditions are launched by prospect companies who are looking for a market price survey, or a stalking horse for the incumbent provider or just free consulting and intellectual property that as hunting organizations we have to protect ourselves. This protection comes with the assessment of intention and securing an honest answer requires some directness. The careful caution is absolutely spot on.
On big deals, I am not afraid of the provocation because the playing field of interest needs some leveling. Too often small companies look like Oliver Twist, with bowl in hand and doe-eyes looking up saying, “Please sir, may I have some more?” If the prospect is sincere in their interest rather than just fishing, the answer to the question should come to the lips quickly and with detail. However, as in the examples I offered, the interest is not sincere, then I feel no squeamishness at having cornered these time-wasting processes and called them out for what they are.
So- you and I are probably in the same place- careful on the how, but the need to make certain the investment is worth it by challenging the intention is probably not in question.
3