The 7 Types of Yes from your clients
Help your clients make decisions by uncovering their Type of Yes
You’re in a working session with some clients. The decision-makers are present and everyone is nodding along to your recommendation. It feels like a decision has been agreed. But after the session, the necessary actions aren’t taken. A few more queries are raised. It becomes apparent that some people weren’t as bought into the idea as you thought.
What did you miss and what could you have done differently?
What clients need to make a decision
The ultimate goal of many consulting engagements is a client's decision.
Let’s assume you've done everything right to prepare for it. You’ve defined a clear, relevant question. Done the work to develop your recommendation. Told a powerful, compelling story in the final workshop.
The decision-maker is ready to make their decision. To commit themselves and their colleagues to action.
To make that decision they need four things:
Access to relevant information and expertise (you've given them this, well done!)
An appropriate framework (hopefully this was part of your compelling story)
The right environment (if they are ready then you got this right)
Confidence (wait... will their colleagues support them?!)
To get that all important confidence, decision-makers will often turn to their colleagues and ask, "What do you think?"
Unfortunately, too often those colleagues will nod and say, "Yes, that's the right option", whilst sitting there less than 100% committed. It could be group think, confirmation bias, or just a desire to move on to the next topic. But it’s likely to cause a problem later on.
The 7 Types of Yes
One of the most powerful tools I learned in my time at Bain was also one of the simplest: The 7 Types of Yes.
I've used it many times since then and it always resonates with clients (and usually gets some knowing laughs too!).
The 7 Types of Yes helps people feel safe expressing how strongly they really support something. It gets beyond the nodding heads to a more honest response about what someone is really thinking.
When we're closing in on a decision during a client working session I'll often ask around the room, ‘What type of ‘Yes’ are you?’. When you get a flood of 1s and 2s, you're in good shape.
Type 1 Yes - I love it. Let’s go!
Type 2 Yes - It’s the best option. Let’s go.
Type 3 Yes - It’s the best option. But the ‘how’ matters.
But people often feel comfortable saying that they are actually a 3 or 4. Just asking the question this way makes it safe for them to express the reservations that they have. If anyone is a 4 or below, that should be a warning flag for you.
Type 4 Yes - It’s ok, but I prefer other options.
Type 5 Yes - I’m nodding…but I’m not convinced.
Type 6 Yes - I’m nodding…but I plan to block this!
Type 7 Yes - No!
More often than not, asking this question sets up the most useful discussion of the day.
💡 Remember, good decision-making is defined by the quality of the decision, but also the speed, effort and yield of that decision.
If you don't uncover the 4s and below, your yield - the return you get from that decision - will be lower than expected.
That’s one reason you might be left scratching your head, saying, "But everyone agreed it was the right thing to do!"
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