Why Do Consultants Fail to Make the Sale? Reason #3

Why do consultants and contractors fail to make the sale? Reason #3

Reason 3: Proving You've Been There Done That
Okay. So here we are. A critical piece in providing consulting services.  Once we have identified the buyer and we have explicitly agreed that there is a pain (PROBLEM) and the client/buyer wants to alleviate that pain - it's time to PROVE you can do it.

How often have you had a problem whether is be a leaky faucet, a car problem, a problem with your body - such as a knee injury or an allergic reaction - and you went to the - where?

You went to the Internet.  You Googled the problem. You looked for solutions.  You may have asked friends.  But you became somewhat - albeit - superficial - and here's the key word: KNOWLEDGEABLE.  You became a little dangerous.

What you were looking for was - who has has the same or similar problem - and what did they do about it. In other words you were looking for someone with - that's right, you got it: EXPERIENCE.

Been There Done That
Can you demonstrate clearly you know what you are doing - that is - you have the ability to solve the problem? 

Sounds simple.  But most contractors, professionals, and consultants FAIL here. They cannot prove to the buyer that they can depend on this person to get the job done.  Why is this? Why do so many consultants, professionals, contractors - or anyone - fail here?

A Few Simple Reasons:
1. They cannot communicate very well.  They cannot stand up and deliver - (I don't mean literally stand-up) how they have solved this same or similar problem in the past.  There is a whole method to delivering this kind of information to someone.

2.  They don't try to understand the client's problem and how this problem of theirs is unique to the buyer's organization/division/department. In other words, they don't get on their side of the table and see the problem from their perspective.

3. They cannot explain the risks of multiple methods and approaches to solving this problem.

4.  They fail to close on a start date.

5. They fail to diagnose the problems caused by the problems.  So, what heck does that sentence mean? 

It means - that if I hurt my knee there is pain - yes. But that isn't the real problem.  Right now as I write this I did hurt my knee. But one of my real problems stemming from the knee injury is I cannot run right now.  And that means I get grumpy. It means I cannot go to the running trail (they call the one I run on a "Green Way") and enjoy the run and be alone for 40 minutes and rejuvenate myself. 

These are the affects of the problem that are really the problem.  If someone understood this I would be more apt to "bond" (not the feel good relationship bond - but maybe this is not true - maybe it is) and begin to trust the other person.

6. They can't explain the procedure or better yet for us in the business world - the process of solving this problem.  And the ability that you really have a bonafide process to resolve - and provide a solution.

These are just the tips of the icebergs listed above here. But these give you a great foundation to begin building your arsenal of how you are going to "sell" the buyer on why you can deliver and start building that trust that you are competent.

No comments:


Enter your email address:

Delivered by FeedBurner