🖼️ Reframing client interactions

Some years ago, my partner showed me a simple concept from relationship theory that helps reframe interactions and disputes. It helped us so much that I started experimenting to see if the concept applied elsewhere. It did. The same concept was incredibly useful with client interactions, and I am going to share it with you now.

Many people see business as combative. Military terms brought into business in the 80s didn’t help: guerilla marketing, price war, lose ground, competitive minefield, set your sights on, take the flak…

This leads to a lot of business people acting aggressive and hostile, particularly towards competitors but also towards leads and clients.

In reality, business is about solving problems. You solve a big problem and you will get a big reward.

Your interactions are not you vs the customer. No successful negotiation has a single winner. Both parties should win. Business is not a zero sum game.

I like to reframe interactions from:

ME VS THE CUSTOMER

to

ME + THE CUSTOMER VS THE PROBLEM

You’re on the same team. Both of you want to solve the problem. The client wants an easier or better life, and you want the reward you get for solving that problem for them.

One of my longstanding clients recently struggled with this. He has had some difficult things happen in his personal life recently which had spilled over into his work. He was becoming frustrated with clients, he felt like some clients were taking advantage (especially those on free discovery calls!). He felt like the client was against him. This caused his conversion rate to collapse, failing to close anybody in weeks.

To fix the problem, we introduced a pre-call routine to put him in the right mindset - one element of that routine was reciting the mantra that it is him + the client vs the problem. Within two days his conversion rate jumped right back up and he was making sales again. It has since gone on to improve even further.

ACTION: Consider, what is your default stance? (5 minutes)

Think about your recent interactions with customers (and team members!). Did you feel you were on the same team against the problem, or did you feel like it was you vs them? Write it down.

What things can you do to remind yourself that it is you and them vs the problem?

I shared this in my Work Smart Wednesday newsletter. Want the full set of related insights? You can read them here: https://worksmartwednesday.substack.com/p/work-smart-wednesday-march-6-2024

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