I'm going to be talking about 5 minutes, laying out the discussion and then asking you to participate in a discussion for about 40 minutes. I've been having some experiences with vendors lately that have left me with doubt, and it's got me thinking on the subject. I know people who have joined Coachville have doubts, but we're going to solve that problem internally. We're going to send out an email a week for the first 4-5 weeks of membership.

I also know that I went to Amsterdam recently, and Orbitz, where I bought the ticket from, sent me everything except the seat assignment. I didn't realize until I got to the airport. The cost of doubt leads to fear and people not buying because they don't like to experience not knowing. I also know I ordered something from office depot and every day they sent me something confirming my order and reminding me when it was going to happen. It was somehow just comforting, and I would go back to them for future purchases. I think it's up to us as coaches to eliminate fear about how the process is going to happen. I think those vendors that go the extra mile really do earn a person's business. Any of you have examples of experiences with vendors or other coaches that removed any fear, or was just a positive experience?

XXX: I can think of things that people have done to remove the doubt. I'm working with a graphic designer/web developer. She said she would get the logos to me by Thursday and she had them to me by Tuesday. She's right with me, every other day or so, and I just don't have to do any work; she thinks about everything.

TJL: And that's a pretty unique set of skills for someone in that business. Is she that kind of person or does she have to work at it?

XXX: I think she has to work to communicate with people.

TJL: Great!

XXX: I think that would be a great question to ask her, though.

TJL: Yes - I think one mistake I've made as a coach is when I have 30 clients, I have all I can do to answer the phone. The more we can do to communicate with our clients on a topic that would interest them, we can feel we're there with them. Who else has had a positive experience with a vendor?

XXX: I just had a great experience with audible.com. I joined them because they were giving an MP3 player for free. A month after I joined the player stopped working, and sent an email. The service was unbelievable. I got on the phone to the number they suggested, and I got a free player to go with it.

TJL: I just bought a $1,000 coffee machine. When I bought it, they had a list of all the things you might have questions about or that might go wrong. They sent this guide along with it, and it really answered a lot of questions. Now, I'm a fan! I don't know what I'm doing half the time, and if you can eliminate doubt for me, I'm your friend forever.

XXX: When you were talking, I realized that we have a hot-water dispenser that was just over a year old that quit working. I couldn't locate the warranty or any other papers, but I called the company and within just a couple of minutes, they had a new machine on the way, along with the knowledge that they would pay for the plumber, if I needed one. For me, though, having a list of things that could go wrong would make me worry.

TJL: Well, it really isn't a list of things that could go wrong, but it's really a list of quirks and what to do, in a very positive tone. Most of us have clients that are in doubt, until we teach them. If I were in coaching again, I would spend at least 20-30 minutes in a separate session to talk about the process of coaching. I would eliminate the fear they have about entering and exiting the process, if I miss a call, and so on. They're not necessarily things that clients are asking about, but we eliminate the doubt they didn't know they had. It's a pro-active process.

XXX: That makes perfect sense to me.

XXX: That's something I haven't thought about - I tell them what happens if they miss a call, but not what to do when I miss a call.

TJL: It just shows them you've thought it through, and that increases their trust in you. I'm not quite sure where to go with this; I think there are things they don't even know they're doubting, but if we approach it before anything happens, I think the bonding process is stronger.

XXX: Do you find if you ask the client straight out about doubts they have that they're able to articulate them?

TJL: I used to think that, but I want to make sure they know how it works before we get started. You may lose a client because a surprise happened and they don't know how to handle it. Look at doctors - they diagnose and prescribe, but they really don't eliminate doubt.

XXX: This would certainly be a good class for just about anybody in a customer-relations business, particularly with the first few examples.

TJL: Or even do a poll of your customers - what are things that you're unclear about or doubt in someway? My whole premise is that there's a ton of stuff we don't know are out there, like tolerations. I believe the same is true with things you're not clear on. When I leave my car off for service, you really have to force them to make sure they give me exactly what I need so I'm not just wondering. I think it becomes more important because people don't want to use up valuable RAM worrying, and we don't want to waste time thinking about things that are unclear. I used to put up with it a lot, and I just can't anymore.

XXX: What you're saying is that you go to businesses where you get the information you need. I think the absence of doubt is good customer service.

TJL: Yes, it is, but I don't think it's taken as seriously in customer service as handling complaints.

XXX: There's no question about that, Thomas. Customer service departments are motivated by negativity.

TJL: They're in a reaction mode. It's almost like the police department. They don't want to stop crime that much because then they'd be out of a job. I think a focus on this could be quite telling in terms of attraction and customer retention.

XXX: I think the examples you gave are just that - you said, "I'm a fan for life."

TJL: I would give it an even greater phrase and have the standard be a completely doubt-free transaction.

XXX: I'm just thinking about how we handle this in our lives, and it looks like we should be proactive and choose places where we don't get that feeling of doubt.

TJL: Yes, and I think people are making these vendor decisions unconsciously. I don't think it's even on the radar of most companies. I'm just wondering if there's anything we can talk about to help us eliminate doubt for our clients in the coaching process. There's just tons of doubt people have; I'd love to talk about that.

XXX: Well, obviously we're not!

XXX: It's a biggie.

XXX: It's a different twist on things; I pride myself on my customer service, but I've never taken this approach to it. I'll bet you if I polled them, they'd still have doubts. This is a tough one, Thomas.

TJL: I probably would poll them asking them several questions, like what are the doubts you have about (1) me? (2) my ability to serve you in a professional manner, (3) the power of coaching, (4) that you'll reach your goal? I think that'll increase communication and help the client with their goals, and it's not a scary conversation to have. It's a way to perfect yourself as a coach, learning fro every client. I was on a call recently and we talked about how important it is to learn from your clients, rather than relying on a school to give you all the training you need. Just one example of that is finding out the doubts a client might have.

XXX: Thomas, I like the idea of polling my clients because I can see myself asking them, but I think I'm too close to the chalk board. I think I will run the poll!

TJL: Good for you; I'd love to hear from you about it. I haven't done it yet with my clients, so I'm anxious to hear.

XXX: I would like to try that because I 'd like to see what they'd say, and do it with the clients I've been working with a while.

TJL: That's a perfect group to start with - see what their tolerations are. You could even do it at the beginning and 6 months down the line to see if anything new pops up. Let's think of some other questions we could ask.

XXX: Are we going the direction you want to go?

TJL: Do you doubt my ability to handle really bad news you might have to share with me? Anybody else want to come up with a question?

XXX: Those feel much more powerful for current clients; I like those.

TJL: Yes, doubts are there, no matter how happy the client may be. You may not want to bring it up, but because people change and grow, I think doubts are there all the time; it's just a question of managing it.

XXX: Part of the doubt management is - how do I do this? I had to try 6 different coaches before I found one I was comfortable with; I tell that to my clients so they know they're free to leave whenever they think best.

TJL: Very good; what other questions can you think of? Well, great. Let's debrief; what's the one thing that's really struck you about this topic?

XXX: One is that I'll definitely do the survey. The 2nd thing is to bring it up as a different spin to customer service. I work with all different people, and taking their customer service higher is a great idea.

TJL: Great; who else?

XXX: It's just eliminating the fear that clients might have about us and the practice is enough to push me to ask those questions.

TJL: Because one of the benefits of reducing doubt is that the fear is eliminated as well.

XXX: I will certainly do the survey; I'm struck by the philosophy of the whole conversation of how customer service is motivated.

XXX: Yes; it's just a more effective probe, and it means you're ahead of that client, rather than just doing a survey.

XXX: It's a willingness to discuss how doubt services - that really takes that trust and bond to another level.

TJL: That's a good point. Just to talk about doubt means you're willing to talk about any problem that might come up.

XXX: And it extends to our own personal doubts as well. Just brining that to the table in a productive way would advance both parties, I would think.

TJL: I think it will raise coaching to another level.

XXX: Also, you said they'll think more of you for asking it.

TJL: And will think more of the process because they've reinforced their own conclusion that you're great to work with. I think it takes that level of enjoyment to a higher place.

XXX: I also think it creates a safety net for customers and clients to discuss their concerns.

TJL: Yes; we haven't talked yet about how to handle the customers comments or concerns. I think we're all a little afraid of not delivering or pleasing the clients. Good; anyone else?

XXX: A thought just struck me about the conference set up for Coachville; there's no doubt in my mind that it'll be a good conference and I'll learn new things.

TJL: Because of the emails we've been sending out?

XXX: Yes. They're really full of information!

TJL: Good. Anyone else have a comment? Great; thank you all for playing today - great call!