If you could look in to the eyes of you delegates, your client or anyone at all and instantly know not only what they want, but why they want it and what their motivations are then maybe some areas of your life would be improved.
Today I thought I’d share with you a really simply process that allows you to do exactly this.
In our world of events there can be many reasons people throw an event. Their desired outcomes can be obvious or more subtle. And their fears and concerns can be varied.
This one simple conversational technique allows you to drill down inside of someone’s mind and figure out all of this – without looking like an obnoxious fool.
For example, imagine you’re organising an event that a chief executive has just thrown at you lout of the blue.
“I want an event for our top 5% customers in 6 month’s time”.
This doesn’t tell us a great deal about the event.
“What kind of event do you want?” comes your innocent, inquisitive reply.
“I don’t know, get me some ideas” he comes back with.
Where do you start?
A trip to Europe?
A hotel, full catering and after dinner entertainment?
You could do with being a mind reader at this point in time – so here is some psychological voodoo for you to use right back at ‘him’.
“What is it that is important to you about this event?”
He replies with something like, “That everyone has a good time”, which is far from useful.
So then you need to get all ninja on him by asking, “Okay, so what is important to you specifically about everyone having a good time?”
He looks up and you, staring right through you before replying with, “Hmmmm, that they spend more money with us and don’t leave us for a competitor”
Now you’re getting somewhere. But we’re not ‘there’ yet.
Your next question (there’s a pattern emerging), “I see, so what is it about that that is so important to you?
It’s basically the exact same questions again, with some of the words re-arranged so he doesn’t figure out that you’re just repeating yourself.
He’s thinking, and still thinking, and now he comes back with, “They have to like us and see that we care for them, that we don’t take them for granted”.
That is the key, right there.
Usually after three asks of the question “What is so important about [the thing]?”, you will be down to their core reason, their primary motivator for whatever they are doing or intending.
So now you know the real reason why they have decided to have you organise this event, you can go about it with a firm grip of what is important about it. In the case of this example, if it is a small number of people then it may warrant doing some specific research in to the tastes of the group you will be inviting.
For example if you find out that one of them visits Thailand a couple of times per year with his wife it might be that you look up the nicest Thai restaurant in the city and either host dinner there, or have the chef cook for you elsewhere.
Knowledge is potential power, and this is a great and simple way of uncovering powerful information about people.