Clients are not going to just show up at your door. The “build it and they will come” mentality will only end in unmet expectations. Good service is not a differentiator. It is expected. Your competitors are offering to meet the same expectation.
If you are one among many options to your prospective clients, then what will allow you to differentiate yourself to become an obvious choice for a consultation? Your business is the product. The deliverables are a commodity. You are expected to produce a predictable outcome. How the prospective client experiences that through your buying and selling process is what makes the difference between getting a new client or seeing them spend their predetermined dollars with your competition.
Getting consultations requires a relentless focus on the overall client experience. Everything from their first impression on a site to how you greet them at the door (or ignore them) either increases tension or builds trust. Though you have delivered your service many times, your own familiarity with your service may dull your awareness of how the client experiences your value proposition. It is a show. They are going to either pay for your show or leave. Your show needs to be a system which positions your value proposition and helps them feel comfortable to want to engage with you and do business.
Charisma alone is met with skepticism today. Choices in service leaves your prospective clients able to search freely and easily. A predictable and remarkable experience allows winning companies to have a system for getting consultations rather than basing their strategy on hope and luck. Focus on the show and the system which supports it. It is the driver of getting consultations.
