Six words you hope you never hear — “I didn’t know you did that.” Hearing those words is painful anytime, but most painful after you learn the client purchased from someone else a product or service you deliver.
The first and most natural reaction to hearing those words is to assume a “marketing failure” of some type. Either we are not communicating often enough or effectively enough to ensure our clients understand all that we do.
I propose that marketing is not the culprit here. The misstep is a relationship failure, and the six words are more accurately stated — “I didn’t know you needed that.”
Clients, prospects and relationships all have needs. These needs are usually the center of one’s business universe because there is most likely some level of pain associated with not fulfilling them.
A Rainmaker’s responsibility is to fully understand the person with whom we have a relationship, including their needs on all fronts. Developing this level of understanding is an unfolding process. There is a progression that you move through as the level of trust increases between you and the other person.
The beginning point is usually interests. Discussing interests creates connections and reveals commonalities. The next level beyond interests is passions. Which interests rise above others and truly excite us?
As trust continues to develop, the progression moves on to sharing of challenges, vulnerabilities and ultimately fears. When someone is willing to share with you what they are fearful of, they are sharing the stuff that pops them awake at 4 a.m.
“I didn’t know you needed that” means that the progression towards an understanding of the client is not far enough along. When this occurs Rainmakers take conscious steps to gain a better understanding. The next steps could simply be time together to build trust up to asking the point blank question — “What frightens you?”
And marketing is not completely off the hook in this process. Marketing is essential. It is usually through marketing that firms develop clarity. Strategic marketing helps a firm understand its current position in the world and helps them define where they want to be. Tactical marketing addresses the content and means of communicating to the world who you are.
Rainmakers love marketing. Marketing provides definition and context for the value you bring to others. Incorporated in a firm’s marketing “tool kit” should not only be what they offer to the world, but also the breadth of resources and solutions they have access to.
All of this is important because if your relationships are close and you understand needs, challenges, vulnerabilities and fears, you can offer solutions. You can be generous when you recognize a need. You can provide a solution before the client realizes what solution options are available. And the process builds on itself. By being generous, you strengthen the connection with a client. Through these strong connections, you can empathize and recognize what the other person needs, including opportunities where they need your products and services. And ultimately that is the goal — to have clients buy from you. A Rainmaker is not a Rainmaker until they produce revenue.
The Rainmakers mantra is that relationships come first. By building strong and trusting relationships, clients and prospects share who they are and what they need. Being privy to these needs enables one to preemptively offer solutions.
The phrase “I didn’t know you did that” doesn’t get said by the client because you have already provided the solution. You don’t have to utter the phrase “I didn’t know you needed that” because you have a strong understanding of the client.
You know the person. You know what they need. You offer solutions.
The client knows what you do because you just did it for them.
Author Ken Cook is founder and managing director of Peer to Peer Advisors and developer of the Rainmakers System. Reach Cook through his website at www.therainmakersrevolution.com.