メンタル・イデア・ラボ、ＡＥのスミです。
弊社はメンタルサポートと広告制作の業務をしています。先日、広告制作の仕事で、ある店舗経営者からコンサルティングのご依頼を受けました。ざっくりと言うと、店舗のイメージを刷新したいが、どうしたらよいか？というものでした。
その時、当たり前ですが、クライアントの話を聞くところから始まります。クライアントの話、つまりはクライアントが考える店舗のイメージをまず聞くということです。広告業界でいうところのオリエンテーションです。
クライアントはクライアントの思いを語ります。その時に聞く側、つまりここでは私側が重要になるのは、その思いに疑問に思ったとしても一度は受け入れることを『意識する』ということです。つまり否定はしないことです。
ただそれだけでは、私がいる意味がなくなってしまうので、私の意見を求められた時は「そのお考えを軸に、こういう考えをプラスしてみては？」という言い方を心がけています。これは意識しないと、つい「いや、こうしたほうがいいと思いますよ」という言い方になり、相手をちょっと不快にさせてしまう可能性があります。出鼻をくじかれる、という感覚でしょうか。最初の“いや、”という言葉は否定の言葉だからです。類似した言葉に「でも」「それよりも」などがあります。
話をしている過程で、何度もあたまに“いや、〇〇がいい”“それよりも、〇〇がいい”という言い方が続くと、相手はどんどん否定された気持ちになります。そしていつしか『カネを払うのはこちら側なのに・・・』と、たとえ正しいことを言っていたとしても、相手は不快感が強くなり「なんか気分が悪い、不愉快だ」になります。憮然とした顔になっていきます。
なぜか？クライアントも人間だからです。
人間だから否定されたら単純に嫌な気持ちになります。否定の仕方が直球過ぎると、たとえ正しいことでも、人は反射的に不快感を覚えます（正義を振りかざす人は、大体こういう傾向にありますね（笑））信頼関係が築けていない相手からだと尚更です。言われた側は「こっちの苦労や事情も何もわからないくせに、わかった口を利きやがって」となります。
クライアントに不愉快な思いを極力させないように意見する時は、相手の言うことに耳を傾け（だいたいここまでは社会人であれば誰でもできていると思います）、その後、相手の考えを肯定しつつ、その考えを膨らませることを“意識して”、自分の考えを伝えることを心がけます。
膨らませた結果、一見クライアントの考えとは別のものになることがありますが、ベースはクライアントの考え、が軸になっているので、ブラッシュアップされたものとして受け入れてくれることが多々あります。
例えば料理で言えば、料理好きな妻（夫）が「おにぎりを作ったよ！」と言ったとします。誰が作っても美味しいと思いますが、まず「美味しいね！」と言います。大体はここで終わると思いますが、あえて次に「ひと口サイズも作ってみたら？そしたらついついいつもの量よりいっぱい食べちゃうかもー！」と言います。
美味しいことを伝えるだけでもいいですが、それに『ひと口サイズ』を提案し、さらに『いつもよりいっぱい食べちゃうかも』と期待感を伝えることで、料理好きな妻（夫）のモチベーションをくすぐる、という構図です。美味しく完食されて完結するのが料理の最大の目標ですから、次はもっと美味しいもの作るぞ！となるかもしれません。
そうすることで、一緒に作り上げている気持ちを抱いてもらいやすくなります。今度のことでいえば、店舗のイメージを一緒に作り上げる気持ちを抱いてもらえるということになります。考えを相手に言い聞かせる、というスタンスだと主従関係のようになり、クライアントなのに『従』の立場になるのは、ちょっと腹立たしくなるのは当然でしょう。また依頼された側もクライアントに『従』だと疲弊しかねず、いいパフォーマンスを発揮しにくくなり、言われたとおりやればいい、となります。
仕事において主従関係はあまり好ましくない。厳密にはそうでも、現場ではそれを感じさせないコミュニケーションが重要になると思います。対等とは違いますが、一緒に作り上げるチームのような関係は、クライアントもこちらも高いモチベーションで取り組めることは経験上間違いはありません。
それにはやはり“相手の考えを否定しないことを意識したコミュニケーション”が重要だと改めて感じさせられました。
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＜運営会社：Jiyuuku Inc.＞
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