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They Need Us More Than We Need Them

I know I have talked about this before. And I know you have read this from other marketing people. I am talking about the mantra that says “in the service sector, people do business with people they like and trust.”
Let me give you an example.A few months ago I got a call from a senior executive who wanted some help with a convocation speech he was to give. It was strictly a word of mouth referral.

Now of course when he called me I wanted his business.

But you know what? He wanted me to be the right person even more. Why? Because if I wasn’t, he would have to go through the process all over again and hunt for someone else.

A secret truth here. It is much easier for writers to find good clients than it is for clients to find good freelance writers. And so in a reversal of what freelancers usually think, clients need us more than we need them.

So, did the convocation guy ask to see a whole bunch of work samples? Nope. Wasn’t interested. In fact I can tell you, that unless I am bidding on a competitive government job, clients have never asked to see a sample of my work.

I am guessing I had convocation guy landed within the first two minutes because even on the phone there was something he could tell about me that he knew we could work together.

He liked me because he felt I was listening to what he needed rather than me selling him on my virtues.

And that other word you always hear me use – passion. He felt I would be passionate about his passion of the moment – giving the best possible convocation speech he could. And I was.

Sorry to be so repetitious on this matter – but if you bring passion to the table and you perfect the art of listening – guess what – you are likeable. And the deal is done.