Recently, I was in a meeting for the first time with a new prospect. As is often the case, the client was a little guarded and reserved. As we began to talk, he opened up; he became warmer and began to “let me in” so to speak.
As we continued talking, he became more interested in my offering and began to really engage with me; acknowledging the value that I could bring but also thinking out loud about the challenges he would face should he choose to advance the idea of using First Approach.
He openly shared with me which of his colleagues he thought would be receptive and, those he thought would not.
Finally, he made a statement that while catching me off guard also struck me with how bang on it was. He said that most senior executives (and therefore targets of those who prospect) are not looking for yet another thing to do. By translation, you could almost say that they’re looking for one less thing to do!
So, how does that affect us?
Here’s how. It just doesn’t matter how good your idea is or what great value you bring, because whatever that may be, you are creating work for someone who is not looking for more work.
Stop and think about the logistics that would be required for a prospect to engage with a new product or service. Even something as simple as changing an office cleaning service or IT provider creates work.
The potential change must be evaluated, socialized with others in the company and then implemented. People need to be trained, glitches need to be worked through and an entirely new relationship and communication path needs to be navigated.
If you’re asking a prospect to use your product or service, then you’re asking them to embark on a path that will create work regardless of how good the outcome may be.
Next time you’re pitching a productor service or even just trying to get that first meeting, be aware of this. Understand that the mere act of a prospect meeting with you creates work for them and quite possibly, the fear of further work.
So, what should we do?
Slow down: Take the time to know and understand the person you’re dealing with and what threshold they may have for more work. Generally speaking, prospects won’t change suppliers unless either of two things are apparent.
First, the incumbent provider of the product or service you wish to replace is underperforming in the opinion of the prospect or second; your offering is perceived to be overwhelmingly superior to what the incumbent is providing.
The only way you’ll get to this answer is through slow and methodical discourse. This is when – and only when – prospects declare dis-satisfaction on an area they truly wish to improve upon.
At this point, you’re helping them create less work because you’re either solving a problem or, making them more money.