This post isn’t about objectives. And that’s why it’s important.
For years, I’ve read (and used) the question: Can you tell what your meeting objectives are? Their response, almost always, a slight chuckle and then: Hmmm. That’s a good question.
It’s too tough a question to ask. In an ideal world, of course, people who are buying services would have the answer to that question before they look at their options. So we as sales people can make their life easy; we can help them feel safer and smarter and get the answer to the question we need to do a great job for them by phrasing the question just slightly differently.
What would you like to accomplish?
What would you like your group to be doing as a result of this session/meeting/conference/event?
Leaving out the very formal objective word changes the dynamics of the question and the relationship. The question feels much less like you’re reading from a script or holding an inquisition and much more like you really want to know (which I’m hopeful you do) so you can help them accomplish what they want to.
Try it and tell me what happens.