“We just need a few more leads.”

A one-line brief feels clear, so it’s tempting to write it down and get to work. But a brief is often the client’s first guess at the solution. If the real problem is that leads don’t turn into deals, more leads won’t fix it.

Trust Framing means saying their problem back better than they said it, so they feel understood and you both agree on what you’re solving.

Try this: before you start the work, say their problem back in one sentence and check it.

• Ask a question or two first. “Tell me about the leads you get now.”

• Put it in one sentence that includes what’s at stake for them. “So the leads come in, but they don’t turn into deals, and sales is feeling it. Is that it?”

• Listen for “Yes, exactly.” If you get “Sort of,” ask what you missed and try again.

• Write the agreed sentence at the top of your notes or the proposal, so everyone works from it.

More on this skill: Trust Framing: How to Help a Client Be Smarter

What’s the shortest brief a client ever handed you? Email me at scott@winthequestion.com.

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