What’s on the iPod: Better Together by Jack Johnson
There’s something about that song on a summer day, isn’t there? Well, there’s something about Jack Johnson on a summer day — any song. His island life just rolls like waves through his lyrics.
The start of a busy, but not crazy week. I have an article to finish, the third to start, and the interviews to line up for the fourth. Plus there’s one more interview for the second article today and one more on Wednesday. And Wednesday is my day off — I always take my birthday off. I can. I’m self employed.
I was pondering over the weekend some of the new clients I’ve secured this year and how that may have happened. While it was in large part due to my having a specialty in their area of business, it didn’t hurt that I went into the introductory conversations with one thought in mind — I’m their partner.
Even before we are hired by them, clients should get a sense that we are on board and ready to make a difference for them. We all know about showing them the benefits of working with us (or do we?), but sometimes clients want to know they’re more than just a source of income for us.
Here are some ways to create a client partnership:
Replace “I” and “you” with “we.” This was the biggest change I made in the last 24 months. I started using collaborative terms. “We could do this with the website” or “If we target your company’s product benefits, we could get you better brand awareness.” The minute you start treating your client as a partner, you create in their minds a need for you to be the one to help get the job done.
Assume you’re already hired. I used to fret each new client contact, being too enthusiastic (I suspect) and letting my eagerness for the job lead the conversation. Now I assume we’re talking because they’re hiring me. It takes the pressure off, even if it’s not true yet, and it allows us to get to know each other. I’ll make general suggestions (never specific until the contract is signed) and I help them work out a timeline for the project. That too sends a message — here’s a contractor who’s ready to get down to business.
Insert the business persona. Here’s one of the most powerful tools a business person can use, in my humble opinion. I’m an enthusiastic person by nature, which can often read as “desperate to please.” I’ve learned to tone down the enthusiasm when the client is asking how I might help them solve a problem or get their message out. My voice and pacing winds down, not up, as I explain what I’ve done for others or present a game plan I think would work for them.
Listen. Really listen. It’s their nature — clients are going to push back, challenge, want more explanation, or question your background. Listen. Hear not just what they’re saying, but what they’re not saying. I had a client once who said “But how do I know that your background fits with what we need?” The translation –show me how you’ll help me.I sent over samples of other similar projects and I offered to work the first two projects at a flat-fee rate as a test (it worked – I was hired for more). When you listen, make sure to repeat back to them what they’ve said and ask if you’ve understood their words and concerns. Everyone wants to be heard — show them they were.
How do you create client partnerships?
Well, happy birthday, a bit early. ♫ Happy birthday to you ♫ Trust me-that's a whole lot better than me singing. ☺
I know what you mean by toning down the enthusiasm. Sometimes in the beginning, I'd hear myself and thought I sounded like the dog, quivering with the need to please.
I just naturally fall into the use of we. And you are so right about listening.
Ask them questions about their business to show interest – e.g., what would you say your business is best known for (if it fits)or tell me about your business. What are you hoping to accomplish with this project?
You have the voice of a dove, Cathy. 🙂 Thanks.
Using "we" isn't hard, and it sends the message that "we" are already partners. Half the battle.
The questions are great. I use the second one religiously. Another that works is "If your ideal client could hear this message, what would that person look like and what would you hope they hear?"
Not sure which end of the dove you're listening to, Lori. ☺
Good question. I use something similar. I have a set of project questions once they are dazzled enough to offer me the gig. 😉
Hope you have a great birthday and day off on Wednesday, Lori.
I totally agree with your tip about using "we" instead of "I" or "you" when dealing with clients. I think using "we" instantly creates familiarity which helps build trust and confidence in your professional ability.
Happy Birthday early!
Yup, "we're all in this together" often works better than any other approach.
I love the tip of going in feeling as if you already had the job – that immediately projects an air of confidence.
Listening is a skill few people possess anymore. I think the quest of immediate gratification is a contributing factor – people are so quick to insert their views that they don't let the speaker finish his or her thought.
Self-absorption is another reason people don't listen. Case in point: A couple months ago a radio host played part of an "interview" some so-called reporter had with Tommy Lee Jones. Jones isn't a big talker, so he's not known for being a great interviewee (the same is true of a lot of people – famous or not). They played the tape to show what a "bad interview" Jones was, but to my ears Jones did nothing wrong. The "interviewer" talked at him half the time, and when he finally asked a question it was a yes-or-no question. If you want someone to elaborate, ask open ended questions – then shut up and let them answer.
The good end, Cathy. LOL
There is a familiarity and trust using "we" — I agree, Kim. Good observation.
Devon, thanks. 🙂 Clients want to have confidence in us — why not give it, I say?
Paula, it's like Terri Gross's example to the crowd at a talk she gave at my college. She said that sometimes the interview subject is difficult and you can't get along with them. Then she played a clip of her now-infamous interview with Gene Simmons. He answered her honestly and with a rawness that was suitable a rock star. Her reaction was what was offensive — she lit into him because he described his approach to female friendships as "open arms, open legs." She immediately labeled him a sexist. Three other women in that talk said what I said — he wasn't offensive at all, but her reaction was unprofessional.
You know, not only does it work better to think in terms of 'you' and 'we' it's also more fun.
I really like the "we" suggestion Lori. It's one I started using a few years ago, and it actually made me feel more like I was part of a team that included my contacts at the company.