Client Pain Tip #2:
Use These Two Specific Questions To Prevent Problem Projects From Ever Starting
As you learned in lesson #1, potential clients without pain are potential clients who likely lack the motivation to do what it would take on their end to keep their projects moving forward.
Typically, these are the clients who present themselves as being "interested" in something.
They're the ones who often say things like:
- I think we'd like to redo our logo...
- It's probably time we finally get a company brochure...
- We're exploring our options about a new website...
...but not always.
You see, there are tricky potential clients out there who show up with fire alarms ringing, stressful claims tumbling out of their lips, and URGENT URGENT requests for work to start immediately...but yet they still aren't truly in pain. Remember: little or no pain means that—despite all the foot-stomping—if you dove into a project with them, you'd probably have a very bad time. (They'd disappear, wouldn't get back to you promptly, delay, provide feedback, etc. etc. etc.)
In lesson #1, we considered one of my favorite, most powerful questions—one that asks potential clients what would happen if they did absolutely nothing at all.
I love that question.
The answers I receive when I ask it are always fascinating, and range from "I would go insane" and "I'd lose my business" on one end of the spectrum to "Pretty much nothing" on the other. Can you guess which answers are red flags for me when I'm interviewing clients to determine if they'd be a great match for our company? :)
Here are 2 additional, super-powerful questions I keep in my back pocket when I'm trying to determine if a potential client would make a good client... or if they'd likely turn into a problem client with a frustrating (or disastrous) project.
Question #1: Find Out If Their Problem Is On The "Front Burner"
You need to find out if the potential clients you speak with are truly ready to invest the time, money, and energy required to make their projects successful.
Ask them this question: Mr. Smith, would you say that fixing XYZ is truly a front-burner issue for you?
(In this question, "XYZ" refers to the PAIN or PRIMARY PROBLEM you've discovered they have—the reason they've come to you.)
For psychological reasons we don't have time to delve into today, this one question does wonders at uncovering potential problem projects before they begin.
- If you get a response along the lines of "ABSOLUTELY!!", you may be talking to a great potential client, and you're free to move forward with your conversation.
- If you get a response along the lines of "Probably not" or "Well... kind of. Maybe middle burner?", you need to hit the pause button and dig a bit deeper. There could be a problem here. Try using Question #2 below.
Question #2: Get Them to Put it On a Scale
This is another GREAT question. It's a little bit longer, so feel free to write it down and have it in front of you the next time you're speaking with a potential client. Feel free to freestyle a bit. The exact words are less important than how you present the question.
I sometimes use this question by itself at the end of a conversation to check and see if my gut feeling is correct. It's also a great one to pull out if I get a wishy-washy (or "no") answer to Question #1 above.
Question #2 goes like this: Mr. Smith, on a scale of 1 to 10, with 1 being "Eh, I'm interested in learning more and doing this but there's really no rush" and 10 being "Erin, this is urgent, this is SO important—if we're a good match I'd write a check today and want to start as soon as I possibly could", where do you see yourself falling on that scale?
The answers you get will be fascinating.
If someone answers 9 or 10, ask them why they answered that way. Get their list of reasons why they want to move forward so badly. You'll usually get some insight into true pain.
If someone answers 7 or 8, you might be in dangerous territory. Reply with "That was my guess. I'm curious—why didn't you choose a lower number?" See if they share with you any potential pain points you can dive into or explore a bit more. These are the potential clients that often THINK they want what you can give them, but they don't really need it or have the motivation to be a good client.
If someone answers 8 or lower, I typically pause. I make sure there's a momentary lull and I slowly say, "Mr. Smith, I'm not sure if we might be a great match. You see, the people we typically work best with have issues they consider to be "front burner" issues. They usually say their problem is a 9 or 10 on this scale. They're ready to go and are motivated to invest the time, money, and energy it's going to take to solve their problems."
Sometimes the potential client then spends the next few minutes trying to convince me why it actually IS a front burner, level 10 issue, and why they DO want to move forward immediately.
Other times the potential client will agree they're not motivated to move forward quickly or invest much, and I share with them that it's good we figured this out before we started a project. At this point in time I can wish them well and we can part as friends. No one's time is wasted.
Give 'Em a Shot!
Go ahead -- try using one or both of these questions the next time you speak with a potential client. They're easy to use and you'll be fascinated by the responses you receive.
They'll help you look under the hood of the potential client's brain to find out if there's much pain in there.
These questions are great tools to keep in your pocket as you hunt for red flags that tell you to disqualify problem clients instead of wasting your time, crossing your fingers, and working with them. They're great tools you'll enjoy using more and more as you strive to work smarter to prevent problem projects before they ever begin.
View Part 3 here.
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Email me at [email protected] if you have questions at all, or say hello to me at @timeforcake on Twitter.
Otherwise, I'll see ya next time with another tip on using client pain to better your business.
Make it an outstanding day,
Erin Pheil
[email protected]
On the web: www.ErinPheil.com and www.TimeForCake.com/blog |
