“Open To…”

When we're prospecting, we tend to focus our pitch on how great we are and our special capabilities while forgetting that we can also ask something of the prospect. We should let them know, in order to be a good fit for us, they're going to need to be “open to” certain ways of working—for example, new ways of sharing information and new ideas; paying a premium for services; collaborating with someone who's not a brand name, someone who will give them hard truths, and engage in real partnership dialogue.

For someone to be a good fit for you, what will they need to be “open to”? We're so afraid to use that kind of language when we're prospecting because we worry about scaring people off, but I use it to weed out those who were going to be bad clients anyway. Using this sort of language cuts through the clutter because your competitors are probably not approaching prospects as boldly.

The next time you work on your marketing language, consider, “What do my prospects need to be ‘open to’ in order to be a good fit for me?” Your client relationships are a two-way street, so it’s essential to partner with people who are “open to” your unique offerings and approach.

Onward.

Tom

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