Posterous theme by Cory Watilo

You Just Don't Understand! by Harold D. Stolovitch, Ph.D.

You Just Don't Understand!
by Harold D. Stolovitch, Ph.D.

Brad's in a panic. Out of shape, overweight and wheezing. Desperately, he visits the doctor complaining, "I'm a mess. Clothes don't fit. Can't breathe. Please, give me some diet pills to shed this weight fast!"

"Brad, first I'll run a few tests."

"No time for tests! I already know what's wrong. I'm overweight. That's why I'm here. I need diet pills to help me lose my excess pounds now."

"But Brad, we need to adopt a broader approach. You make poor food choices, get no exercise, sleep only a few hours each night, smoke..."

"Doctor, you don't understand. I lead a pressure-cooker life. I eat out with clients. There's no time for exercise. Work is a killer. My only relaxation is the occasional cigarette. Please, Doctor, the diet pills!"

Brad has come to his doctor with what he views as a serious problem and, to him, an obvious solution: diet pills. The doctor knows diet pills won't suffice. However, Brad is the patient, and if he doesn't provide the pills, Brad might turn elsewhere. He appears to have no patience for integrated solutions.

Performance professionals constantly face similar scenes.

"My people aren't working hard enough; get me a motivational speaker. They aren't selling the new product; set up an incentive system. Complaints about our customer service are skyrocketing; train them. They've already been trained? Do refresher training." At what point does a doctor or a performance professional stop the madness without chasing the client away?

The Performance Dialogue

Dialogue entails entering into deep and empathetic conversations with our clients about their wants while focusing on their needs. In Brad's case, is it really diet pills that he most desires, or is weight loss, health and fitness the goal? He is so intent on his short-term, miracle-pill solution, it requires a meaningful, in-depth conversation to help reframe his thinking. Here are five rules for conducting such a dialogue:

Rule 1: Get the client to talk - a lot.
From the outset, display willingness to listen with the purpose of achieving the client's goals. Draw out what led to the request. The more the client talks, the easier it is to steer the dialogue toward end results.

Rule 2: Don't talk solution. Talk end state.
If the client focuses on the initial request - the motivational speaker, incentive system or training event - gently but firmly draw the discussion back to desired performance outcomes.

Rule 3: Focus on verifiable outcomes.
"Imagine we achieved the results you desire; how will we know concretely?" Hammer home the benefits of clear measures. For Brad, that's fewer pounds, inches off waist and chest, and a smaller clothing size. Establish a timeline with checkpoints to verify measured accomplishments.

Rule 4: Do your homework before engaging in dialogue.
Gather information about the client, expectations and business pressures. The more prepared you are, the more credible your recommendations will be.

Rule 5: Collect sample cases and strategies that demonstrate high probabilities of success.
Present credible alternatives to the single solution you anticipate from your client. Be ready to offer examples of similar situations in which blended strategies led to successful outcomes, perhaps at a lower cost than what the client has requested.

On Rules 4 and 5, preparation and research will not only bolster your confidence in dealing appropriately with clients, it will also demonstrate your professionalism. We must not be frustrated order-takers at the beck and call of organizationally powerful clients. Our model should be that of Deanna Troi in "Star Trek: The Next Generation": trusted adviser to the captain and operations officers and participant in key decisions.

As performance professionals, we possess expertise our clients lack. When they come to us seeking diet pills, we have to listen to their reasoning, engage them in dialogue and then, like counselor Deanna Troi, guide them to wise solutions.

All of the above comes with strong warnings. Do not expect success on your first attempt, nor be discouraged if you are still forced to deliver the requested solution. We have to educate clients. They will continue impatiently demanding miracle-pill solutions and quick fixes, complaining that, "You just don't understand!" Of course you do. Through your caring performance dialogue, you can show them just how much.

[About the Author: Harold D. Stolovitch, Ph.D., CPT is a principal of HSA Learning & Performance Solutions LLC and is emeritus professor of instructional and performance technology at the Universite de Montreal.]