Expert consultants often give clients too much information at the pre-sales stage. This can result in overwhelm and procrastination, because clients aren’t experts and they find it hard to wade through the subtle nuances.
Look through a recent project proposal and you’ll see exactly what I mean. Are there lots of threads running through it? Multiple ideas the client has to follow, unpick, and make sense of? How many choices are there to be made?
Of course we want to demonstrate to clients that we know our stuff. But it’s also important to focus the clients attention. Concentrate on the one thing. The main thing. The thing they need to decide on.
Be selective. Be directive.