What
You Really Do
The
speed of business now demands a high degree of specialization on your part and a
summary approach on the client’s part. Real success in any field requires a
massive amount of both topical knowledge and practical expertise. So, while your
clients may have a general idea of what you do, they'll rarely recognize the
breadth and depth of those services. In fact, no matter how many different things
you do (and do well), your clients will likely come to think of you as the
master of just one. So, you need to decide what you want "your thing" to be.
How
You Do It
Good
clients want to understand the basic process you follow and the approach
you take, but that’s usually where their interest in the mechanics begins
and ends. Or at least should. The Death of a Thousand Questions not only
inhibits overall progress, but discounts your expertise and diminishes trust. Most
clients, however, aren’t all that interested in how you do what you do. They just
want to know you can really do it and when it will be done.
Why
You Do It
I’m
not talking about tactical rationale or specific business strategies. I mean why you’re in the business you’re in at all. Think about it. No matter who
you are or what you do, most other people’s work sounds pretty unappealing. And
if they list all the reasons they love what they do, it often makes it all sound
worse instead of better. Your clients are no different. Most couldn’t imagine
doing what you do every day. All things
considered, that’s a good thing.
Ironically,
I spent the first half of my career looking at the client’s lack of
deep understanding as a curse, when it’s clearly a professional blessing. Not understanding what you really do or how you do it are the pivotal reasons your services are worth paying for. In the
end, it doesn't matter if you’re a marketing consultant, systems analyst or something else. The
only thing the client really needs to understand are all the benefits they’ll reap from hiring you.
Absolutely correct. The sooner one understands this, the sooner they can focus their energy on what's important to the customer, such as how it's going to change their life or help their business. I think the analogy of a customer at a butcher shop not needing to know how a sausage is made, and simply being able to enjoy eating it fits well.
ReplyDeleteGreat feedback (and analogy). Thanks!
ReplyDelete