Thought Leadership Resources

#13 Answering your prospect’s biggest concern: “Have you done this before?”

What factors would cause a prospective client to hire you, over another business professional? Over the past few weeks I’ve been doing some research, digging into exactly that question. I’ve been talking with people who are in position to hire external advisors, asking them what tends to sway their decision.

Their most common answer? “I want to be sure you’ve done this kind of work before.” They want experience, and they want to be sure it’s experience for their kind of situation.

#11 Why you need to narrow your business focus (and how to do it)

It was a $10,000 conversation, but that’s not what I earned from it. That’s what it cost me. And I’m glad of it.

This conversation over coffee took place in 1999, just after I’d jumped from a marketing job with a Big Four accounting firm, to start my own business. The meeting was with a business coach I’ll call “Judy,” as part of an initial consultation.

I’d told Judy that I wanted to build a practice working with professional services firms. But I’d been offered a contract to do PR work for a wood-stove manufacturer, quite outside my area of interest. Just starting out, even with a good cushion of savings, the $10,000 contract looked pretty amazing to me. And I’d grown up in a house that relied on a wood-stove for heat, so I knew the product.

Judy gently probed around that. Did I really want to step so far off my business plan and area of expertise, to focus on a consumer product? Wouldn’t the time I spent pushing wood-stoves be time I wouldn’t be building my profile with professional firms?


#10 4 guidelines for “review” content that helps you build trust with clients

Clients are more likely to do business with you if they know, like and trust you. And while it’s easy to become “known” to a potential client, and be sure they “know” what you can do for them, getting them to trust you is a huge issue.

I find that once I’ve delivered successfully for a client, that trust level is high – but at the start of the relationship, we’re both feeling our way.

One way to build trust, even before you meet a prospect, is by showing yourself to be like them. This is because if you build commonality with them, they’re more likely to believe that you can help them solve their problem.

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