If you sell consultancy you’ll know already that desirable project outcomes aren’t enough to seal the deal. You’ll have had those “interesting conversations” with clients that fizzle out when it comes down to committing to buy.
So, what goes wrong? The client was so enthusiastic and positive, how could they not go ahead?
The reality is that there are two conversations going on inside the client’s mind, which you are not party to. They are talking themselves up with the desirable outcome they want. Then talking themselves down with their fears of risking change.
Even when the outcome is clear and the value is obvious, unvoiced fears can completely undermine your project proposal.
Here are four fears to explore with clients before writing any kind of proposal.
- Fear of failure.
- Fear of what other stakeholders (and the boss) might think.
- Fear of the extra work a project entails and the overwhelm that brings.
- Fear of choosing the wrong option.
What other fears can you think of that might be hold your clients back from buying?
The bottom line
Get real: Unvoiced fears can derail even the best project proposal.
Get prepared: Put yourself in the clients shoes and consider fears in advance.
Get savvy: You’ll close more business if you uncover the fears that are holding your clients back.