The Power of Asking Questions: A Crucial Skill for Account Managers

Asking a question can be more terrifying than we lead on. If you find speaking up in a meeting with clients and colleagues stressful, you're not alone. I, for one, have sat quietly through meetings hoping someone else will ask the question for me. Often times, this is not the case, and I end up having to pretend to know what I am doing.

Because questions demonstrate what information we understand, how well we've paid attention, and what we don’t know, they make us feel terrified to ask them. When we ask a question, we are putting ourselves out in the open. Our natural instincts take over, and we stay quiet in fear of being judged. We will instead tend to wait to answer a question or give a point of view in order to be heard.

However, the reality is that the smartest people are the ones who do ask questions—all the time. And they invariably benefit from doing so. The best account managers never stop asking their clients questions. They’re like detectives. By taking this approach, they are able to form a comprehensive understanding of the client and be aware of all of their problems.

The Pitfalls of Not Asking Questions

On the other hand, the worst account managers lack the courage to admit that they don’t know everything. As a result, they try to look like they do and they sell to the clients without first distinguishing their problems. They end up trying to directly copy what worked for previous projects, which can be disastrous. Each client is unique, and what worked for one may not work for another. Failing to ask the right questions can lead to misguided strategies, dissatisfied clients, and ultimately, failed campaigns.

Benefits of Asking Questions

It's the account manager who keeps on asking questions, even difficult ones, before and throughout the project that ensures nothing is overlooked. If you keep asking questions, there's a far better chance you'll spot the problems before you hit them.

By asking questions, you achieve the following:

• Learning by obtaining knowledge: Asking questions is one of the primary ways we learn. It allows us to gain a deeper understanding of the client's needs and the nuances of the project.

• Prompting others to think and give us answers: When we ask questions, we engage others in the conversation, encouraging them to share their insights and perspectives. This can lead to more informed decision-making and innovative solutions.

• Uncovering problems and pain points: Through targeted questioning, account managers can identify issues that clients may not have articulated clearly. This enables proactive problem-solving.

• Eliminating confusion: Clear, direct questions help clarify any ambiguities, ensuring that everyone is on the same page. This is crucial for effective project execution and client satisfaction.

• Guiding a conversation in the direction we want it to go: Strategic questioning can steer discussions towards key objectives, ensuring that important topics are addressed and that the conversation remains productive.

• Encouraging creative and innovative thinking: Asking open-ended questions can spark creative ideas and encourage out-of-the-box thinking, leading to innovative marketing strategies.

• Influencing someone else’s opinion: Thoughtful questions can subtly guide clients towards a better understanding of your proposed solutions, helping to build consensus and buy-in.

• Helping build stronger and more open relationships: Regularly asking questions and actively listening to the answers fosters trust and transparency, strengthening the client-manager relationship.

Practical Tips for Overcoming the Fear of Asking Questions

To become more comfortable with asking questions, consider the following tips:

1. Prepare in advance: Before meetings, list potential questions you might need to ask. This preparation can boost your confidence and ensure you don’t forget important points.

2. Practice active listening: Focus on truly understanding what others are saying. This will naturally lead to more relevant and insightful questions.

3. Start with simple questions: If you’re nervous, begin with straightforward questions to ease into the habit of asking. Gradually progress to more complex inquiries as your confidence grows.

4. Frame questions positively: Instead of focusing on what you don’t know, position your questions as a desire to learn more and improve the outcome for the client.

5. Seek feedback: After meetings, ask colleagues or mentors for feedback on your questioning technique. This can provide valuable insights and help you refine your approach.

6. Practice empathy: Put yourself in the client’s shoes. What questions would you want to be asked if you were in their position? This perspective can make your questions more relevant and appreciated.

In Conclusion...

So, next time you are sitting in a meeting holding back from asking your question, remember that the best account managers are the ones who do. By embracing the power of questions, you not only improve your own understanding and performance but also enhance the client relationship and drive project success. Don't let fear hold you back—ask away and watch your career as an advertising account manager flourish.