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Some notes from Keith and guest contributors about client relationships, business growth, and building trust.

How to respond when you’re asked ‘What makes you different?’

It’s one question we all dread getting asked. You’re talking with a prospective client and then they pause, look at you thoughtfully and ask ‘So, what makes you different?’

What do you say?

In the moment it’s easy to start rattling off a list of features (we’re the biggest, we’re the best at), but there are much better ways to answer this question that are going to have a more powerful impact, and make the person you’re talking to engage with you now or want to speak with you again. What comes out of your mouth next could determine your entire future with this client.

In mind, how you answer depends on the situation you’re in.

At the beginning of a meeting
If the question gets asked at the beginning of a meeting, the most impactful response is ‘Well, my view is probably a little biased, so I’m hoping by the end of this meeting that you’ll be in the best position to answer that. Are you okay if we revisit [...]

‘Can you contact me again in a couple of weeks?’ 3 steps to consider when your client or prospect postpones you.

So you’ve written what you think is a great I We U, and you’ve received a response from your client or prospect saying they’d love to meet only they’re a little busy at the moment, and can they come back to you in a couple of weeks time?

What does this mean, and what should you do now? My view is that while there’s a chance that they really are too busy, if your U statement is compelling enough they’ll want to make time for you in their diary. So, here’s 3 steps I’d recommend you take.

Step 1 – Reflect. Go back to your U statement (where you indicated what value THEY are going to get from the meeting). Was it strong enough to really get the client excited about meeting you? Was it low on self-interest? Did it avoid using words like ‘solutions’ and ‘our product/service’ or ‘how I can help you’. If you didn’t already run it past someone else for feedback before you sent it (which I recommend you always do), do so n [...]