I just read that a seagull in Scotland has developed the unique habit of stealing chips from a neighborhood shop. The seagull waits until the shopkeeper isn’t looking, then walks into the store and grabs a snacksize bag of cheese Doritos. Once outside, the seagull rips open the bag and lustily shares the contents with other birds. Since the shoplifting seagull first swooped into the store, he has helped himself to a bag of chips, always choosing the cheese Doritos. Customers have begun paying for the seagull’s stolen bags of chips because they think it is absolutely hysterical.

No one knows WHY the seagull has become a regular customer or knows WHYhe prefers the cheese Doritos. If you reflect on your customers, do you know WHY they became your customer, or WHY they choose your “chips” to sustain them? Do you know the answer, or are you guessing?

In his best seller, Let’s Get Real, or Let’s Not Play, author Mahan Khalsa reminds us, “If our intent is to help clients succeed, we have both the right and the obligation not to guess about the key elements of that success.” To prevent guessing Khalsa suggests using four principles.

1. Ask the person what he or she means. When customers make a request, do you assume you clearly understand what they mean? Either you or the customer may not be clear on some point. Listen carefully to key words or phrases. Ask for clarification on what they mean by specific words or phrases.

2. What assumptions went unchallenged? Assumptions are a form of guessing. Assumptions can be particularly insidious because they often happen unconsciously.

3. Don’t hesitate to ask ANY question. If a question concerning a client forms in your mind … ASK it !!!

4. Do I really understand the criteria on which I am being judged? Never make a presentation or proposal to clients until you understand the criteria they will use to judge your presentation. Build a relationship based on mutual understanding of their real criteria BEFORE you present your solution(s).

In his work, John Maxwell on Leadership, Maxwell states, “Discerning leaders [and sales professionals] are good listeners. They are flexible, intuitive, optimistic, well-networked, and perceptive.” These attributes are all indicative of someone who seeks to thoroughly understand the client’s needs before offering a solution. The truth is people don’t care how much you KNOW until they know how much you CARE.

In short, spend more time getting to know what is at the heart of your customers’ needs BEFORE presenting conclusions. We may never know WHY the seagull became a regular customer, but with a little effort, you can learn WHY customers flock to your shop and consistently grab your Doritos!