As part of our series on connection, I asked Ben Woo, founder and managing partner at market research firm QC Strategy/Beamline Partners how we can connect better, and avoid common pitfalls? Here are 5 golden rules to stick by – let’s go!
Put things in a language that your audience can understand. A language around benefits vs. features.
Just because there is something that you think about a lot, doesn’t mean that everybody else does. Driving with your own frame on situations can prevent connection. Ben provides an example of work he did recently with a digital media company. If in the process of conducting research, he and his team were to ask consumers, “Which of the following things make you more likely to consume a piece of content?” Most likely they wouldn’t learn much. People don’t walk around thinking about the content they’re consuming. Instead, they think about a particular show they watch or an author or genre they like to read, so it’s key to focus more on how those things really show up in people’s lives. Companies that make products tend to focus overly on product features, tech specs, and innovation but that’s not how consumers think. Customers think in terms of benefits. In terms of, “How will this product affect my life?”
When interviewing or trying to get to know someone, say as little as possible.
When you ask shorter questions, you get longer answers and in the process of doing this, you are putting less of your own language or your own frame onto things. Craft open-ended questions to get more detailed answers. Keep in mind that you want to hear the story of the other person, as opposed to having them fill gaps in your own story.
Keep the focus on the other person, resisting the urge to interject.
I asked Ben about this as it frequently trips me up in conversations – when someone shares something that I too have experienced, it’s tempting to interject and share a story, in an effort to relate. As much as my intention in doing this is a good one, what I’ve learned is that switching to my own story lessons that moment of connection when the focus was on the other person. Ben’s view was enlightening, and inspiring, “Keep in mind that initiating connection is all about giving, about giving kindness openly without direct hope of something in return. As someone is answering something about their own life experience, to give somebody space to do that is a gift.” Ben reinforces, “It’s good to relate to folks, but not by making it about you.”
Approach conversation more like a Ouija board and less like a sheepdog.
Try to push the other person’s story forward, as opposed to interjecting with bits of yours, cutting them off or redirecting that energy. If there is an objective to the conversation, you have to make sure you can get there, but it is much more Ouija board than it is sheepdog.
Listen and follow up with simple questions.
Don’t worry about your questions needing to sound like your favorite late-night talk show host. Use simple follow-ups such as, “Oh, what was that like? And then what happened? Why? When did this happen?” Resist the feeling that you need to entertain and instead focus on gently pushing the conversation along.
What are your companies’ connection questions or challenges? Share them with us and become part of the conversation.
Thank you the founder and managing partner at market research firm QC Strategy/Beamline Partners, Ben Woo, for sharing his valueable time and knowledge.