A close friend and associate, John, become a successful independent consultant after leaving his corporate career. His transition was relatively easy as his network was strong, and he was well respected. His network was so powerful that he seldom failed to close a deal where he had a first-party referral. Those referral-based deals launched his career, with a little help from me. His challenge was closing deals when he had a third-party referral or if he had surfaced the prospect. That was an important learning experience for John.
John had difficulty closing a prospect unfamiliar with his reputation. We would debrief after those situations and I would offer suggestions to improve his technique. During this time, I recognized a self-destructive pattern common to inexperienced Independent Consultants. John had difficulty selling himself. Inadvertently, he repelled his prospects.
As discussed in my last post, prospective clients must become comfortable with the consultant. They want to ensure that the consultant will make them look good. Stated more bluntly, they want to ensure that they won’t be fired for letting a contract with an incompetent consultant, someone disruptive to the culture. These are the same concerns any manager would have when considering a potential hire. In John’s case, he struggled to make a connection. He would launch into problem-solution mode before he fully understood the prospect’s concerns. He didn’t ask questions that addressed their cultural imperatives and potential minefields. He would pontificate about concerns the client should have but may not have considered. John wasn’t necessarily wrong, but his delivery was off-putting, insulting even. I could see how the prospect would be concerned about him. I am certain they wondered if he would be difficult to manage and disruptive to the company’s management style. He did not assuage their concerns.
I had a similar experience recently. I was talking with a prospect about helping them through Chapter 11. This was a third-party referral, so I had to sell myself to the prospect. On my first visit, I focused on satisfying my need to ensure a successful outcome, rather than to understand their perspective. I was preoccupied with trying to extract information about their financial reporting capabilities. I was concerned that I wouldn’t have the information I needed to do my work. I wasn’t putting the prospect at ease. Looking back on the situation, it may have seemed like an interrogation to them. They were on guard, looking stone-faced as they provided minimal information. Fortunately, I recognized my mistake early enough to redirect my approach. I asked them to provide background about the cause of their financial situation and what they thought needed to be done. Their demeanor changed immediately as they went into detail about their needs. I had cracked the code! I stayed with that approach, drawing them out with open-ended questions. The more they talked, the greater my empathy for their predicament. People don’t want to be told what to do. They want to work with someone who will help them understand their problem so they can find a solution together. This tact was the beginning of a relationship that led to an engagement. It’s odd that I didn’t begin with this approach as it is my preferred style.
My initial tact with this prospect was a rookie mistake, uncharacteristic for someone with more than twenty years of experience. Landing contracts is about building relationships. The prospect wants to know that you have empathy for their situation, you aren’t judgmental, and understand their needs. The most effective way to accomplish this is by asking open-ended, non-threatening questions. This will help them open up to you. Approaching them in this manner demonstrates your professionalism. They will come to understand that you are sincere in your interest to help and that you are a fit with their culture. Eventually, John learned this technique and became a consulting powerhouse.
Remember, from discovery to close, your prospect is evaluating you. They want to know that your project management style fits with theirs. They don’t want to inject a disruptive influence into their company. The client wants to enhance their reputation and keep their job. They probably have more work in mind and would like to find someone to help them in the long term. So, if you want to close more deals, take time to understand the client’s situation. Ask questions to stimulate a dialog, generating information you need to help the client.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
Jim Weber, Managing Partner
ITB PARTNERS
North Fulton Business RadioX Interview, September 26, 2019
Author of: Fighting Alligators, Job Search Strategy For The New Normal
