As a gluten-intolerant food lover, I was excited to work on the brand of a company that made my favorite wheat-free Black Forest Cake. It was epic, you couldn’t tell any difference from the typical flour-made indulgence. As I wrapped up my solution presentation of what I thought was a compelling brand strategy, the owner of the company responded with: “Where’s the beef?” We were clearly misaligned on expectations, and with the wind knocked out of me, I didn’t know where to go next in the conversation.

When Alignment Breaks Down

Alignment is the fourth stage of our Sales Diamond™ framework directly following solution, and it’s often an elusive exercise. This is where we check in with the client to understand their perception of the solution we’ve presented to them. Misalignment often happens from not doing a proper discovery, but not always. Unlike my client, many folks won’t directly indicate the lack of alignment they may be feeling. But you can tell it’s there through some of the following signals:

• Vague enthusiasm
• Delayed responses
• New objections (late in the process)
• Multiple (or new) decision-makers with different views
• Polite language without clear next steps

This is where we need to directly ask for honest and candid feedback on how we’ve met (or not met) their needs, wants, and desires. We must do so with curiosity, openness, and non-defensiveness to earn the right to their honesty, gaining the opportunity to fully understand their perspective. This is where we re-enter a mini qualify and discovery stage to learn and clarify everything we can about the potential issue(s).

Turn the Problem Into a Shared Challenge

Defensiveness on our part or that of the client can sideline a prospective sale, especially where there may be a more emotional objection or concern. The technique of triangulation can prove invaluable in these situations. Instead of approaching a position of “you think, I think”, we make the issue an “it”. We position the topic as an objective item for us to investigate and ideate together in partnership. It’s not me versus you; it’s us versus it.

For example, let’s say a prospect states: “I don’t think you fully grasp the importance of this project to our company.” Many of us would be tempted to provide evidence of the research and hard work we’ve done to prove our comprehension of the project in response. However, this won’t get us far. Rather than responding with a me-you conversation, we neutralize the topic with a statement like: “I really appreciate you raising this concern – let’s tackle the issue together. Where are we seeing the biggest gaps in understanding?”

In so doing, we deflate the potential conflict energy. We get curious, we work in partnership, and we arrive at a better understanding. By asking questions, rephrasing our understanding, and reconfirming alignment, there’s a much better chance that we’ll arrive back at the point of presenting a solution, and one that fits the client more effectively.

True Expert Client Partners

When we take the time to check for alignment and nondefensively explore areas of misalignment when they arise, we demonstrate ourselves as true expert client partners. In fact, overcoming a challenge together often puts us in a much more positive light in the client’s eyes than if an objection had never come up. So invite client feedback, get curious about their critiques, and invite a collaborative approach in finding a solution that truly fits their needs, wants, and desires.