Page 176 - Schooley Mitchell Marketing Manual
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SCHOOLEY MITCHELL
MARKETING MANUAL
The Briefing
Questioning Protocol
Questioning Protocol – Seek to understand ... then seek to be understood
We ask questions to get at beliefs so we can deal with real issues. Decisions are made based on beliefs. If we can identify problems, then we can determine what thinking can help because problem solving must involve different thinking than the thinking that caused the problem.
1. “Briefing to determine if I can help you”
2. Important! Find out about the Company – how do they do business – what stresses are related to their job. It is very important to ask general company questions first to show your interest and to show your under- standing of their business. Only after you find out about the company do you ask directly about its commu- nications, merchant services, small package shipping, waste, etc. Of course, sometimes it can't be avoided because the client leads you there; however, don't give up on asking questions about how they do busi- ness. It creates trust and enthusiasm.
3. Then find out how they communicate, get paid, courier goods and dispose of waste, etc.
4. Find out their stresses related to individual expenses. In general, ask what they like most about something so you can then ask what they like least (suppliers; services; performance etc.).
  5. Ask about personal interests
6. Follow Up – Pulse, Personal DV
Manual Revised: April 3 2025 Confidential
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