A real conversation from yesterday.
◘ I’ve had conversations with the head of sustainability in this big co to implement projects, but the thing’s been without motion for a few months. Don’t know how to (re)approach it. I went to grad school with the head of sustainability and we talked about working together. ????♂️
○ Cool! Tell me more.
◘ Yeah. He’s very interested in improving a set of reports so we left the conversation open.
○ Open to…
◘ New projects and I said “This seem like a great opportunity. Let’s create something.”
Let’s.
Create.
Something.
We figured why the potential project didn’t move —at all:
something.
“Something” is so fuzzy it can mean anything and nothing.
- It didn’t give the prospect any tangible idea of their actual capabilities.
- It didn’t give the prospect any way of what to think of this expert when they needed.
- And most importantly, it didn’t give the expert a starting point to continue on conversations to figure out where he could bring his firm to help the most.
It was just “something”.
Just as a game, we asked ourselves:
○ What if instead of “let’s create something” you said: “Let’s think of how your clients could improve their SDG reports using AI to help help them blah blah blah…?”
His eyes opened up and said:
◘ “Riiiiight! It would have been clearer on what to do and the set of next actions to take.”
Now something turned into THE thing to focus on.
Simple to remember. Quick to understand. Easy to communicate.
Here’s the thing
If you want your clients to know and call you.
If you want to keep leading the conversations on how you can help them the most.
Stop creating something.
Go specific.
From there, you can open up conversations to where to go next.
You’ll be seen as relevant.
Your prospects will know why, when and how to call you.
And they’ll be happier —because you’ll be there for them.