Contrary to what you may think, fear is not a great motivator.
As a subject matter expert, you see all the things your clients are doing wrong. So, I totally understand that sometimes you’d just like to tell them to stop:
“Stop what you’re doing. Get your act together. Otherwise, it’s all going to shit.”
Except, a doomsday scenario like that might not be the best way to set your clients in motion.
Instead, it’s better to discuss their best possible future. Hereby encouraging them to do things differently.
- Tell them about a world, 10 to 30 years from now. A world that is shaped by current, undeniable trends. You know, the DESTEP ones: demographic, economic, sociocultural, technological, ecological, and political / legal.
- Describe how these trends will have changed your client’s market or industry.
- And paint them a vivid picture of their organization winning in that changed market or industry.
You can then continue by laying out the transition in front of them.
- Show them you understand their current situation; where they stand now.
- Describe the changes they need to make and the challenges they will face along the way.
- You can then position your services as ways to overcome these challenges.
Sounds good, right!? Try it out, next time you’re talking to a (possible) client. Don’t go for fear. Go for the best possible future instead.
Hope this helps!
Thank you for reading Nudge #002, sent to busy subject matter experts on July 25, 2023.
Also sign up for The Nudge if you feel you can use a little marketing & business development push now and then.
