Gain a Client or Lose a Client, the Choice is Yours
Mar 15th, 2009 by markbullock
In an Advisory, Consulting, Coaching model, potential clients often start out skeptical, then get enthusiastic when you show them the results that are possible for them when they engage with you. Then the reality sets in - that they will have to do something & be in action in ways that they are not comfortable or familiar with, and certainly they are not in the habit of doing things the way that you propose.
This all leads to their concern (fear) over what it’s going to take from them to “get over the hump” in order to get the results they want. Ultimately many then become resigned, focusing on all the reasons they can’t do what you propose, and then come up with every conceivable “objection” (real or imagined) to engaging with you. Price is the most prevalent objection, even though it is rarely the “real reason”. The real reason is that they either don’t see the value, or more likely, that they are afraid they won’t be able or willing to do what they need to do (their part) to create the results they want.
I recently converted a prospect into a client that followed this path. They were originally a “yes for sure”, then canceled, then a “not now, but definitely later” and finally a “let’s get started now” confirmed new client.
As for the how – I went above & beyond in offering Business Coaching (I’m also an experienced Business Coach) to help them move past what was standing in the way (themselves). This was as simple as a no-fee coaching session, and a couple of phone calls & emails. More importantly I refused to just give up (I wouldn’t buy into their resignation in the matter), but I was also not “attached” to gaining their business or desperate in any way. I just committed myself to their success – and – committed to their becoming a client now vs. later and the value that I could provide for them if they did.
The question is – where can you go above and beyond for a potential client, adding value up-front, that shows your commitment to their success? Perhaps you could show them a path forward, a way that they can do what they don’t believe they can’t do, to get the results they want.
Mark V Bullock Partner / PMA www.PracticeMarketingAdvisors.com www.MBullock.com
| Rate it: |
 Email it
|
      |
|
Dear Mark,
Classic story. I’ve had this same experience many times in the course of my business. No matter how good an outsource provider a firm chooses, there’s a point where they actually have to DO something internally as well for their program to be a success. One of the few things that can really prevent my firm from getting results with a client is disengaged management. No one knows a client firm’s story like its own execs, but if they don’t take the time to partner with a service provider to create a plan together, it can be a very tough road. So a lot of my efforts initially are about choosing a “key person” in the client firm, and really getting them excited about the process and the possibilities.
I’d like to see what you think of a recent article I wrote, about how preparation and engagement can help a company save thousands on their marketing initiatives. It would be great to get your feedback on any ways my firm could improve in engaging clients on longer-term initiatives. http://orioncreativegroup.com/articles/save-money-0409.php
Thanks! Keep up the good work!
-Harley Orion Creative Group