Stop Trying To Convince Prospects

Here's a question from a reader:

How can I convince prospects my services are valuable to them?

Several consultants have asked me this, or something similar to it. The problem here is perspective - you're being completely self-oriented. The implicit goal is selling your services, and to do that you must convince people that they need them.

A much better question would be: How can I discover what are the true goals and/or desires of my prospects?

Once you do that, you don't need to convince them of anything.

All you need is to:

• Find out how you can deliver their desired outcomes.
• Explore and quantify how much value they're getting from it.
• Price your services accordingly.

This is what being client-centric means.