Consultant Besieges Wèi To Rescue Zhào
|Finding the weakest link is unarguably the best technique of winning. In sports, politics, negotiations, wars. You name it. If the idea is so universal then how can I apply it in consulting? How can I win more new customers?||
How can I expand my services with the existing customers?
I adopted another winning stratagem – Besiege Wèi to rescue Zhào:
The idea here is to avoid a head on battle with a strong enemy, and instead strike at his weakness elsewhere. – Wikipedia
Here is how I successfully applied it for both cases – winning new customers and expanding my services with existing ones.
Winning A Customer
The common mistake is when approaching new customer is trying to impress with the abilities of your services or product. It’s rarely successful for winning new customers. At least from my observations. The customer is in superior position comparing to you. The customer is stronger than you. I cannot win in head to head battle with a stronger ….ehm [allegoric] adversary.
Pain is the name of the game. Pain that customers feel is their weakest link one should target. Find out the pain, then push your envelope and not the other way around. Sometimes the customer is not even know she is in pain. You must help the customer reveal the latent pain. To find the pain you might want to follow these steps:
- Know industry trends.
- Know well the customer’s vertical.
- Research on customer’s financial performance.
- Research on customer’s organization structure.
- Research on customer’s customers.
- Research on customer’s partners and supplier.
- Research on customer’s previous successful and failed projects.
After such research you should have plenty of ideas what customer’s weakest link is. Found out? Now you can offer compelling offer and win.
“A chain is only as strong as its weakest link” – Proverb.
Practice This – Get Results
- Know customers pain – then push your envelope, not the other way around.
- Stronger not always wins – smarter does. Smarter knows how to win even when losing. Win smart.
- Prepare to the battle.