We are Just Like Our Clients and Prospects
Why isn’t that client opting for the higher level of service? Why hasn’t that prospect accepted my proposal? Why can’t these people see the value in what I do? Can’t they see I’m an investment, not a cost? Oh, sorry—I’m not talking about your clients and prospects. I’m speaking for your current and potential vendors, i.e., that means you, but from someone else’s perspective. In this article, the author proposes that we reflect on why prospects shop for services and recognize that, perhaps, we are not offering them what they need and that we too do the same.
Why isn’t that client opting for the higher level of service? Why hasn’t that prospect accepted my proposal? Why can’t these people see the value in what I do? Can’t they see I’m an investment, not a cost?
Oh, sorry—I’m not talking about your clients and prospects. I’m speaking for your current and potential vendors, i.e., you but from someone else’s perspective.
Look at Your Clients and Prospects
If your clients could produce the results they need without your help, they would already be producing those results.
If the fees your clients and prospects are spending right now were enough for them to be completely satisfied, those fees would be the right amount they need to spend.
If the competitor serving your prospects now could help them produce the results they need, they would already be getting those results.
But What We Recognize in Others, We Might Not See in Ourselves
You probably agree with some/all of these thoughts. Experience tells you they are true.
And, of course, you know that if your clients and prospects want what they tell you they want, they are going to need to change … they are going to need to try something new … they may even need to go with a different firm to make it happen.
What is difficult to grasp, though, is how much we are just like our clients and prospects.
Look at Your Situation
If what you are doing right now was producing the results you want, you would already be producing them, don’t you think?
If your practice development efforts were enough to get you the clients you need, you would have them, would you not?
If the services you provide were generating sufficient fees to fund the reinvestments you need to make in yourself, you’d have no trouble accumulating the cash, right?
So What?
If continuing to do things the way your clients and prospects have always done was getting them what they want, you would not find them in the position they are in now.
If continuing to do things the way you have always done was getting you what you want, your current and potential vendors would not be finding you in the position you are in now.
When you recognize how difficult this stuff is for you, you will better understand why it is so difficult for your client to opt for that higher level of service or for your prospect to accept that RFP. Perhaps this occurs because if you’re not making more/bigger/better investments in yourself, why do you expect your clients and prospects should make those investments with you?
Everyone has a different idea of what a successful practice is. The practice you want is personal because it is based on what “successful” means to you. I help practitioners focus on the strategies, tactics, tools, and tech to build/grow/scale their versions of successful practices. If you want some help with that, e-mail me at rod@rodburkert.com.
