Why Consultants Can’t “Sell” and Clients Won’t “Buy”
One of the biggest mistakes a consultant can make is to underestimate the fear, uncertainty and doubt a client is feeling before committing to a consulting assignment. From a client’s point of view, employing a consultant to help change their business is highly risky. They want change but they don’t know how to achieve it. However, what if it all goes wrong? What if the advice is bad? It could be a big problem for the business and the client’s reputation.
When clients feel threatened or unsafe they always react with their emotions. Ironically, most consultants focus on the logic, the costs and the features. Like an iceberg, this is what the client often talks about and it’s also where the consultant feels most comfortable; however, it’s not what they really want or feel. They probably won’t say it but their conscious mind is on high alert.
When clients feel threatened or unsafe they always react with their emotions. Ironically, most consultants focus on the logic, the costs and the features. Like an iceberg, this is what the client often talks about and it’s also where the consultant feels most comfortable; however, it’s not what they really want or feel. They probably won’t say it but their conscious mind is on high alert.
This is why the most important lesson in selling consulting is to deal with emotions first. Spend 85% of your time and effort building relationships, trust and making the process safe. Change is risky and dangerous so focus on the benefits and the end result more than the process of getting to it.
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Bruce Holland
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Bruce Holland