By the time a client calls you about a new project, there’s usually a sense of urgency. For starters, the client believes the issue is serious enough to need outside help. And, given that it takes some clients a long time to get organized to call in service providers, it’s no surprise that they want to move quickly once they make contact.
Sellers also have a powerful incentive to jump on an opportunity. After all, it’s hard not to love a fast sale. Taken together, the motivations of the buyer and the seller can inadvertently lead to a series of mutually bad decisions and sow the seeds for a failed project.
I’m not saying that you should drag your feet in any sales process. Your ability to work fast is essential to your long-term success. Instead, I’m suggesting that you answer three simple questions during the sales process to help you decide how fast (or slow) you should proceed.
- Are you destined to be an order-taker? If you’re just following the client’s orders, chances are good that your project will have more than its share of fits and starts. Be sure you are co-designing the solution, not just implementing someone else’s ideas.
- Are you comfortable with the assumptions? In a speedy sales process, it’s tempting to make assumptions about an issue and “move on.” Too often, those assumptions pile up and wreak havoc with delivery of the service. Before you push ahead, do a reality check on all of your assumptions.
- Are you convinced of the client value? A big part of the sales process is helping clients see the value of your service. But you’ll struggle with delivering that service if you aren’t clear exactly how the client will benefit in the end. You don’t need an exhaustive analysis, but you must be convinced of the value. If you’re not, don’t be surprised if you end up changing the scope or objective of the project later to create that value for the client.
There’s nothing wrong with moving quickly, but remember that your actions in the sales process impact the client’s experience in the delivery process too. And that experience drives the quality of the long-term client relationship. So move with appropriate speed but ask the three questions along the way.
