Stop Trying To Convince Prospects

It's like fighting an uphill battle.

Here's a question from a reader:

How can I convince prospects my services are valuable to them?

Several consultants have asked me this, or something similar to it. The problem here is perspective - you're being completely self-oriented. The implicit goal is selling your services, and to do that you must convince people that they need them.

A much better question would be: How can I discover what are the true goals and/or desires of my prospects?

Once you do that, you don't need to convince them of anything.

All you need is to:

  • Find out how you can deliver their desired outcomes.
  • Explore and quantify how much value they're getting from it.
  • Price your services accordingly.

This is what being client-centric means.

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