Through the years, I’ve upset my share of audiences by telling them how overrated product knowledge really is. Product knowledge allows you to competently provide another individual with your solutions to their questions, but it doesn’t necessarily allow you to dazzle them with your response. When you are communicating with others, a solution may show your intellectual competence, but it doesn’t necessarily show your warmth, or speed of thought. For instance, a typical exchange may sound something like this:
“We’re excited about the training you are intending to provide, but one of our concerns is making sure whatever processes we put in place, are fully implemented. What does your company do to help the organizations you work with adapt and utilize the solutions you provide?”
That’s a question I happen to enjoy answering. When a potential client asks a question like that, it shows me that the organization has its priorities in order. So, I rattle off my #1 answer:
“We have several ways of protecting your investment in this training program, and I’m referring to the following: During the training, we use real-world applications, and after the training, we offer job aids for those participants who are still learning the process we introduced during the training. We also offer implementation workshops for management, so the managers can fully participate in the adaptation of what’s being taught.”
How did that sound to you? To me, it sounded a little sterile. The answer isn’t necessarily wrong; it just doesn’t have any energy to it. Rather than jump right into a response, take a moment and provide a simple, thoughtful transition. To the person you are speaking to, this shows a degree of mental agility and poise. Providing a transition into your answer also warms up the answer you are about to provide:
Transition In: “I wish every client would ask that question. We take implementation as seriously as you do. We don’t want the information we deliver to become a victim of what we call a ‘flavor of the month’ solution.”
Now, with a transition like that, your response will sound a little warmer and more authentic. However, we’re not done yet. Once the solution has been stated, it’s just as important to have a strong finish. That’s where a “transition out” (meaning after the solution) becomes important.
I unconsciously stumbled upon this transition during a radio interview with one particular radio host, a person who is almost as intense as I am. Because we weren’t in the same studio, this radio host couldn’t see me as I spoke. He had no idea when I was done with my answer to his questions. As a result, he would frequently talk over me because he just didn’t know when I was finished; he didn’t want to leave dead air time if I had completed my answer. To address this, I began to provide a transition that wrapped up my response when I was finished. I also learned it was effective if I slowed down a bit, and dropped my voice while delivering the last couple of words:
Transition Out: “So you see, Jim, to protect that investment, we aren’t really treating this event as a training session. We are treating it as a cultural change within your organization, and I’m going to be here to make sure you are able (begin slowing down and dropping voice here) to do just that.”
When you put the solution together with the two transitions before and after, the full response sounds like this:
“I wish every client would ask that question. We take implementation as seriously as you do. We don’t want the information we deliver to become a victim of what we call a ‘flavor of the month’ solution. We have several ways of protecting your investment in this training program, and I’m referring to the following: During the training, we use real-world applications, and after the training, we offer job aids for those participants who are still learning the process we introduced during the training. We also offer implementation workshops for management, so the managers can fully participate in the adaptation of what’s being taught. So you see, Jim, to protect that investment, we aren’t really treating this event as a training session. We are treating it as a cultural change within your organization, and I’m going to be here to make sure you are able (begin slowing down and dropping voice here) to do just that.”
There’s a level of personal style applied to this response, and the personality of the individual you are communicating with certainly needs to be factored in here, but the important pieces are in place. There’s a transition into your solution, a credible answer to the question, and then a transition out with a voice drop in the final few words. All of this takes less than 45 seconds.
It’s natural to focus on solutions, and doing so allows you to do a good job providing answers to questions you may be asked. My suggestion is that dazzling another individual with your solutions is less significant then you might imagine. When you can transition into your answer, and then have a transition after your answer, you’ve created a “Transition Sandwich”. By doing this, you’ve just moved your answer from good to great!
Rob,
That is a great tip and will be sure to remember to use a “transition sandwich” in my communication.
Here’s to your success!
Karen Briscoe
It sure does soften up our response. I’ve always said when communicating, “The solution is the easy part. What we do before and after we offer a solution is the hard part.” Thanks so much for posting Karen!
Rob, as you know, I love metaphors as a way to quickly recall an idea or strategy. “The Transition Sandwich” is a great one. I will definitely adopt it in my methodology and begin to help others incorporate it as well. Thank you for all of your contributions to my success.
All the best,
Heff
Yes, I’ve seen you work, and you are a metaphor man. Just do’t forget to tell those audiences of yours where that metaphor came from! Always great hearing from you Heff!
Wow, Rob. Something very interesting to think about as I participate in five one-on-one meetings today. I will consciously think about my transitions.
Fantastic. It takes a little practice but it sounds like you’re going to get plenty of practice today! Remember to bring that voice down and slow just a bit as you bring that point you are making with your clients in for a landing. Thanks for the post Fred.
Fabulous Rob! So many companies fail at what is arguably the one competency beyond their core expertise that will determine their success or failure – their ability to view their business through the eyes of their customer.
And, finally, a great alternative to “That’s a great question!” So overused. Thanks.
Yep, “That’s a great question ” is way overused, even by us trainers. I used to slip that one in when I have no idea how to answer a question!. Trust your instincts, and be in the moment, and that initial transition in will be there for you. Thanks for the post David!
I’ve always liked your insight, but I think this one was your best one. I’m going to use this today.
Shoot me an email and let me know how it works for you. Try not to get too wordy because they are transitions in and out of your solution. Unless it’s highly technical, aim for a total of 45 seconds. If the client wants more – they’ll ask. Remember, more is not always better. It’s been a while. Great hearing from you Eric.
Awesome! Connecting with people is more important than showing off knowledgeability.
Great BlArticle. Thanks Rob
I’ll take awesome! Remember, it was Einstein who said, “Imagination is more important than knowledge.” Thanks for posting Enid.
I love a good softening statement like the examples you use in the BLarticle…so important to send a message back that says, “I hear you, I am on the same page as you, I appreciate what you are asking and what you are saying is important…” followed by the answer to the question. Nicely done.
Agreed. When you look at the many ways to answer objections, the most important piece, and the most forgotten piece is to simply acknowledge the other person’s issue. Answering is always the easy part once you’ve transitioned properly. Thanks for the post Doug!
Thanks, Rob. “Transition Sandwich” is such a communication technique; powerful yet warm, and effective yet memorable! I’ll certainly practice that.
That’s an important part of all of this; practice. A Transition Sandwich may look easy, but it’s challenging the first few times you try it. Thanks for the reminder and the post Hui!
Rob..I’ve been ‘out of touch’ – for awhile… But this is a good one to respond to….!
We’ve all been watching the ‘Political’ debates, that have been going on, for the past few months…
These 15, or so, candidates – have been telling us…how they’re going to solve our country’s many problems. Most of them HAVE NOT been COMMUNICATING too well…that’s why – all of a sudden – we’re now down to about 5…! The ‘stakes’ here, are much higher, than most of us have to encounter…
I’m ‘wondering’ – how your ‘sandwich’ approach – might be helpful – to the remaining 5 candidates..so that, eventually, we pick the RIGHT winner…! (…for the ‘sake’ of our country…!) (That’s a ‘tough’ one, Rob..!)
Is that a debate we’re watching? I don’t hear any details on any answers being provided, but rather just the same stories and written phrases repeated over and over again. I hear a sandwich with nothing in-between the bun. Long transition into the answer – no answer – transition out. I’d prefer not to disclose my particular candidate, but I sure wish there was an answer! Great hearing from you again John.
I liked this one. Not only I can relate to it but to some degree I have used this approach in the past and it works. Thanks for the refresher.
You are what we call and “unconscious competent.” The nice thing about a refresher is you won’t have to hope you are doing it – you can call on this tactic when needed. I appreciate your post Victor.
More valuable advice and words of wisdom from a highly experienced, successful sales trainer! The “Transition Sandwich” helps develop rapport and positively impact your audience. After all, if you don’t show you care about your client…
Thanks, Rob!
… then your client will cease to care about you. Like Victor said above, it’s a good refresher. If you can sincerely develop rapport and positivity with your audience, the world is your oyster! Thanks so much for posting Jack.
Rob….I don’t think – even your ‘sandwich’ – can help these 5 candidates’….!
. Trump’s – a cocky ‘braggert’ (…but may be the best of the bunch)
. Rubio – looks like a college junior…!
. Cruz – looks like a ‘choir boy’…and lies…!
. Hillary – may be ‘indicted’ soon…and lies…!
. Sanders – is a socialist…!
God help…AMERICA…!!!
JM…”C.T.”