We have all had prospective clients that have slipped away when we thought they were ready to commit to a working relationship. After many sleepless nights it’s often still not clear what happened to make them change their minds. It is easy to take their decision personally because we all know that in the professional services industry, it is the quality of relationships that leads to business development. The question we all ask ourselves: “Is it me or my approach that wrecked the deal?”
One thing is clear, you don’t want it to happen again, as good prospective clients don’t appear every day. Here are five reasons why you might be having trouble guiding prospective clients to “Yes.”
#1: You are trying too hard to win their business
People sense anxiety quickly. If you get ahead of yourself and are too focused on getting them to become clients as quickly as possible, your behaviour will become unnatural and you will lose the rhythm of communication that two people on equal footing share. For example, are you over-communicating by reaching out to them with information by email or phone daily, or more? Do you send them personal gifts such as tickets or restaurant vouchers to make them like you more? All you need to say (once) is that you value the opportunity to do business with them and invite them to contact you if they have any more questions about your services.
Pressure, however slight, is a sales tactic that backfires more often not.
#2: You are intimidating prospective clients
The smartest person in the room was often once thought to be the most accomplished, the one who dropped the most names, earned the most professional accreditations and always got the last word. Even more annoying, he or she was expert at topping any story they heard.
Today, that person is the one with most highly developed Emotional Intelligence (EQ). Listening skills are usually first on the coveted EQ list.
A comfortable balance of power is essential in any relationship between a client and a service provider. No client wants to feel inadequate in the eyes of colleagues or a service provider in conversation or during a meeting. It is important to give your prospective client credit where credit is due and focus on their accomplishments and goals before you weigh in with your opinions and knowledge. You may be trying to wow them with your knowledge but too much expertise will send them to the exits. Respect their need to take the spotlight as a client and partner in the relationship and don’t share solutions before the relationship begins.
#3: Your attention to detail is lacking
Being punctual, returning emails and phone calls in a timely fashion, dressing appropriately and staying on top of even the most mundane administrative task will impress prospective clients. They will be impressed by your attention to detail, which shows your respect for them and the business relationship that awaits.
Prospective clients are watching for clues that will give them an idea of what you will be like to work with, how effective you will be and how deeply you will take their goals into account. If you slip up in any of these areas repeatedly, they will lose interest quickly.
#4: You criticize the competition
When you are critical of a prospective client’s competitors, you may think you are showing your loyalty and commitment to your prospective client. Wrong. You are simply coming across as negative, mean-spirited, unprofessional, and a bit of a loose cannon. What is stopping you from bad-mouthing your prospective client to their competitors? This can be particularly dangerous to your reputation if you voice your dark opinions in an e-mail that may end up anywhere.
By all means, share insights into a competitor’s service offerings and demonstrate your knowledge of the industry, but do so in an objective non-judgmental way. Take the highroad and be positive about your prospect’s chances for success in a competitive arena but don’t slam the competition in the process. You want to create positive energy and speaking ill of someone only stirs negative emotions in your audience.
#5: You complain too much
Complaining is one of the fastest ways to dampen a person’s interest in working with you. Sharing and transparency certainly have their place in forming collaborative and deep relationships, but put your issues aside and make it all about your prospective client.
Careful about swinging the opposite way and being too overly enthusiastic about things, but use careful transparency with limited “need-to-know” information to get your point across. Don’t dismiss a prospect’s efforts to learn your opinions on things or ask about you or family. Completely avoid the temptation to burden them with too much negative information and keep it upbeat.
This article was originally posted on LinkedIn.
