To sell consultancy you must influence how clients think, feel and act.
In his brilliant book, Change or Die, Alan Deutschman writes about three popular strategies we misguidedly use to try and influence others to change. One of these is to lay out the facts, in the belief that once people know what to do – they will do what they know.
Unfortunately it seems things don’t work that way. Deutschman’s research shows that enlightened self-interest does little to affect change.
And as consultants we are often guilty of giving clients data and analysis, then hoping they will then do what’s right. This is particularly true during the buying process. Just think how frustrating it is when clients don’t take action, even when you’ve made all the facts clear.
That doesn’t mean we need to stop giving clients the facts. It means we need to augment those facts with strategies that encourage clients to buy our ideas and take action.
Stay tuned for more on this.
Get real: Facts alone aren’t enough to change how clients think, feel and act.
Get prepared: Think about how you might influence without data and analysis.
Get savvy: Facts rarely close deals.
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