A successful dentist, my client “Luke” was looking for ways to grow his practice. One thing he identified was the need to get more patients onto treatment plans (a kind of recurring revenue) instead of ad hoc services.
There are many ways to establish trust ...
Like many, Luke doesn’t like to think of himself as selling. However, he was open to my suggestion that outlining treatment plans for his patients and helping them choose the right ones is actually giving medical advice – which means he is still acting in his role as a doctor.
When you help your prospect to make decisions that are in their best interest, you may be involved in a selling conversation, but you’re actually coaching or consulting with them.
In those cases where you honestly feel the best the thing your clients could do to solve their issues and get their desired outcomes, I believe it’s your responsibility as their advisor - and as steward of your God-given abilities – to speak up and tell them so.
5 Words That Help Your Prospects Make a Decision
I was introduced to this phrase by our family veterinarian. One day when she was advising me on my options, I felt overwhelmed and unsure how to proceed.
Sensing this, she said:
“Well, if he were my cat …”
I thought it was because I trusted her so deeply that I listened, and then followed what she said she would do. But on another occasion, when I was getting my car serviced, I had to choose which tires to I wanted – something I know nothing about. Not an easy decision, until my mechanic said:
“If you were my wife…”
Then he advised me the kind of tires he’d buy. I haven’t known him for more than a few years, and I see him rarely, yet I found I trusted what he said in that context.
When using this phrase in business, I find it raises your empathy and invokes all kinds of intuitive and wise thoughts you might not have accessed if you simply followed a sales “script.”
How do you imagine it fitting into your business?
On last week’s call I revealed what it takes to transform your exhausting consulting or coaching practice into a sustainable, balanced, profitable business in which you have more freedom and joy.
Since then, many listeners reported that they:
- Found my concept of a sustainable business – with diversified revenue streams and sane working hours - very appealing
- Have revenues ranging from scraping by to pretty good, but simply can’t sustain their current pace
- Had some dissatisfaction with past programs and coaches who weren’t able to understand their kind of business and how they wanted to grow
- Had a deep desire for ROI at last!
Here Are My 5 Words For You
If it were my business, I’d invest in a program led by someone whose business closely resembled the one I want.
The leader should demonstrate experience with my kind of business and have a history of generating tangible financial results. I’d step up and invest in a long-term program that would allow us to really dig in and focus not just on learning new skills but applying them, getting results and improving them.
If it were my business, I’d dedicate 2012 to transitioning to a new model, because I’d know I can’t continue at this pace, with this unpredictability for another five or ten years.
Begin the transition with a no-cost and no-obligation Sustainable Business Roadmap Session.
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So fresh and powerful – “if it was my . . .”. Thank you
This was really relevant to my work as an academic advisor. Certainly most advisors wouldn’t think of themselves as salespeople. I’m not opposed to looking at things that way since I’ve worked in sales, and understand that EVERYONE is selling something to some degree. I use a similar approach when advising students about their future career choices and academic plans. I don’t tell them what courses to take or what to major in–I guide them and provide options and information, and they make their own decisions. When I say, “If it were me,” I often notice they take more notice.
Samantha, I loved this article – makes so much sense. You’re a genius! I can even remember an instance when I made a decision based on these 5 words. Thanks so much…
Thank you, Emra and Jane!
We can say “advising or offering” as much as we say “selling” ideas. Either way, it’s good to be effective when doing it. I’d trust your advice anytime, Bethany!