Are your clients convinced they should do something?

Transcript

Hi there, it’s Peter Winick. I’m the founder and CEO at Thought Leadership Leverage, and here’s the idea that I’d like to share with you today, and that’s this: you’ve got to be able to make a case that your client, or your potential client, actually has to do something.

Oftentimes, we think the choice is between the client choosing us and another provider, choosing us now or choosing us later. But actually, in more cases than one might care to admit, the struggle for the client is really: “Do I do something?” It might be new, might be risky, might mean finding the budget or convincing others—or “Do I do nothing?”

I think, often times as thought leaders, authors, academics, and consultants, we’re actually competing with the “do nothing” bucket. In order to change a client’s mind that doing nothing is not an option, you’ve got to show them that the value, or at least the perceived value, of doing something is greater than the risk or the return of doing nothing.

So, don’t necessarily think of your competitor as another provider, another option, or alternative, where it’s about price and features and benefits. But position your offerings in such a way that doing something is the only logical option because don’t want to lose the opportunity to “nothing.”

I’d love to hear your thoughts on the differences between getting your clients to think about doing something versus doing nothing.

Thank you.