Understanding the nuances of client relationships is crucial for business development. In training programs at the Seller-Doer Academy, a recurring theme is: It’s not about you (the consultant); it’s about them (the client). Participants learn to recite the mantra, “It’s not about me; it’s about you.”
When we think about seller-doer activities, we use the terms marketing, business development, and perhaps even (gasp!) sales. Those terms reflect our perspective of what we need to do to gain clients. However, it is useful to consider the client lifecycle from their perspective of what they need- a demand-side view rather than a supply-side view.
Let’s explore the five stages of the client life cycle from the demand side and how to strategically align your activities with each stage to maximize your business development success.
Stage #1: Awareness
At this stage, potential clients are just learning about your firm. Your goal is to increase visibility and establish your presence in the industry. Activities include networking, social media engagement, and thought leadership. You establish thought leadership by writing articles or blogs and delivering presentations at conferences or private lunch-and-learns.
Stage #2: Interest
Once you have a potential client’s attention, the focus shifts to sparking their interest in your services. Share case studies, success stories, and insights that showcase your expertise and how you can solve their problems. When they see that you have helped other firms like theirs, they will comprehend that you can help them, too.
Stage #3: Consideration
At this stage, potential clients evaluate whether to work with your firm. Perhaps they invite you to talk to them in detail about a particular project or ask you for a proposal so they can weigh you against their other options.
Stage #4: Selection
Congratulations! They’ve selected you to help them achieve their project goals.
Stage #5: Commitment
Once working with a client, it’s your job to keep them. Deliver exceptional results, maintain regular communication, and seek feedback to ensure satisfaction and continuous improvement. Commit to the care and nurturing of the people within the organization because organizations don’t make decisions; people in organizations make decisions.
Understanding the client’s lifecycle from the client’s perspective and what you need to do to satisfy their needs at each stage helps direct your activities to build and sustain the relationship.
Interested in learning more about becoming a successful seller-doer?
Click here to purchase my book on Amazon!
