Three Elements of Creating the Right Buying Environment

by Tom "Bald Dog" Varjan, Organisational Provocateur

Basic Premise: It is not enough to demand high client acquisition performance from your staff. If is also important to support them and help them to achieve those results. Most service firms fall pathetically short in supporting their people.

1. The firm must have credibility with the market. Without credibility there is no trust, and without trust there cannot be a mutually beneficial basis of doing business.

2. Clients must want what you have to offer. And your job is to educate people about the advantages, self-serving benefits and ultimate value of what your services can do to improve their condition.

3. It takes commitment and time to create paying clients. It takes time to go from first contact to signed contract. When you force prospects through this cycle quickly, trying to sell them, that creates resentment and destroys trust. It is better to wait until they are ready to buy from you without being sold to. People love buying, but hate being sold to.

Copyright 1997-2008 Tom "Bald Dog" Varjan. All rights reserved. You are free to use this article in whole or in part. One favour though: Can I ask you to you include complete attribution, including a live website link. Also, can you please let me know where you plan to publish the article.

The attribution: This article was written by Organisational Provocateur, Tom "Bald Dog" Varjan of Dynamic Innovations Squad, a firm specialising in helping consulting firms to sell their expertise at the highest margins. Get Tom's free Practice Management Black Paper when you sign up for his monthly newsletter, Commando Consulting: Lessons And Practices From The Ultimate Professional Service Firm, The Military. Visit Tom's website at http://www.di-squad.com.

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