Art
Siegel

Deliver Four-Star Yesses

You're working on closing a prospect, and he or she keeps asking challenging questions: "How can I be sure that everything will be the way I want it?" "What guarantee do I have that you will hold that price?" When the prospect throws out challenges like these, it's probably because you haven't learned to Deliver Four-Star Yesses. 

You: What do you say we get together after work tomorrow, maybe stop at the place around the corner?

Your friend: Uh-huh.

What are the odds that your friend will actually meet you after work tomorrow? Probably not that good. Technically, the response of "uh-huh" means "yes." But in practice, uh-huh can mean:

• Yes
• A qualified yes -- I have to think about it.
• No, but I don't want to get into it right now.
• I'm not paying attention to what you're saying; uh-huh is just an automatic response that requires no thought.

Since everyone knows uh-huh is a very feeble yes at best, we seldom believe it when we hear it. We'll give "uh-huh" one star in terms of yes value.

Now let's replay the conversation a different way.

You: What do you say we get together after work tomorrow, maybe stop at the place around the corner?

Your friend: Yes (or Sure or Fine).

In response to a question, "yes" or words like "sure" are generally perceived as stronger than uh-huh. They are less likely to be used automatically. Still, they lack real conviction. Your friend is definitely saying yes, but what are the odds that answer will change to no by tomorrow afternoon? Let's give yes, sure, and most other one-word yes responses 2 stars.

How about this variation:

You: What do you say we get together after work tomorrow, maybe stop at the place around the corner?

Your friend: Definitely, I'd like that. (or: Absolutely, I've been wanting to get together with you, too.)

In this case, there is no question your friend was listening to you, and that the response is a solid yes. Your friend demonstrated a strong yes in two ways. He or she:

• Used a very enthusiastic yes word, such as definitely, absolutely or great.
• Said yes in more than one way.

Give the multiple, enthusiastic yes 3 stars.

Is it possible for a yes to be any stronger than 3 stars. Yes, absolutely, definitely, and right-on, as in the following:

You: What do you say we get together after work tomorrow, maybe stop at the place around the corner?

Your friend: Great, I've been wanting to get together. Tell you what. The staff meeting should be over about 4:30. I need another 20 minutes or so to clean up a few details after that, so let's plan on meeting at your desk right around 5:00, and then we'll walk over to Monty's together.

If this were your friend's response, what are the odds he or she will actually meet with you? They couldn't be higher. Barring an unforeseen problem, your friend will be there. This is a 4-star yes. What makes it so are two things. The other person:

• Uses enthusiastic yes words to confirm agreement with you.
• Adds amplification of what they will do to make sure you are both talking about the same things and that the point you have agreed upon will be fulfilled as expected.

Amplification also increases the other person's investment in the outcome. They will try harder to make sure the agreed-to thing will happen, even if a problem does come up.

Using 4-Star Yes's In Sales And Customer Service

Up to this point, we have established that when we ask something of another person, and they respond affirmatively, the way in which they say yes has a major impact on the degree to which we believe their response. All yes's are definitely not equal. Now let's apply this principle to a common sales/service situation:

Customer: I really need those supplies by the first of the month. Are you sure you can deliver on time?

Rep 1: Uh-huh.

Rep 2: Yes, of course.

Rep 3: Positively, I know you need them.

Rep 4: I'm certain we will make that date with time to spare. And to make absolutely sure, I will personally walk your order through to verify that there are no delays. And I'll follow up with you next Tuesday with a status report.

If you were the customer, and you wanted to deal with the supplier who would absolutely meet your needs, which of these reps would you find most credible? All four reps may have the same ability to deliver on time, and all four of them are telling the customer so; but the greater the quality of the yes, the more credible the rep is in convincing the customer that the schedule will be met.

Four-star yes's take more work, and they shouldn't be necessary. But they are, simply because so many people have trained our customers that most people don't really mean what they say unless they spell out their commitment in detail. Here's a breakdown of the yes "star system:"

1-Star Yes
Yeah, Uh-huh -- low conviction, is as likely to mean no as yes

2-Star Yes
Yes, Sure, Right -- moderate yes value

3-Star Yes
Absolutely, Definitely, Great, I agree, Me too -- high yes value, you really mean it, but even a whole long string of these won't add up to 4 stars

4-Star Yes
3-Star enthusiasm plus amplification explaining exactly what steps you will take to make the yes come true -- highest yes value because you are invested in the outcome

Oh, and there is one more level of yes beyond 4 stars:

5-Star Yes
Delivering on your promises time-after time, so the customer learns when you say "yes" you really mean it.

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Art Siegel

About Art Siegel