Читать книгу Never Say Sell - Tom McMakin - Страница 52

How Clients Buy unpacked the set of preconditions that have to be present before a client elects to engage with an expert services provider.

Prospective clients must:

1 Be aware of our existence.

2 Understand what we do and how we are unique.

3 Be interested in our service offering. Our services must be relevant to their goals.

4 Believe we have credibility; they must respect our work and be confident in our ability to do what we say we can do.*

5 Trust us to have their best interests at heart.

6 Have the ability to engage with us, meaning they have sufficient authority, budget, and organizational support.

7 Be ready to act. The timing must be right. Sometimes all other conditions are met but some other priority supersedes.