Working with clients to develop a sustainable, robust and commercially viable strategy is usually not just a walk in the park that leverages my 40 years of doing this stuff.
The technique I usually employ in conversation is what I call hindsight planning, a process that develops a picture of what success looks like, then works backwards to examine and understand the drivers of that ‘success’. A common affliction of those in business for themselves is that they have too much to do, and too little time. Finding a way to easily enable them to leverage their time to get the best return possible is a core part of the business improvement process.
During the prioritisation and optimisation process I find myself consistently asking the same question;
‘Why does that matter’
Asking this simple question often serves to stop the flow of words, and brings the conversation back to the things that will really add value, and lead to business success while giving back the owner some of their life.
As a result, it can also be very confronting.
Some time ago I worked with a book-keeper on his sales pitch. He is a bloke who is very good at keeping the books of his range of SME clients, but struggled to get new ones in a pretty competitive market.
The conversation when I asked him how he added value to his clients went something like this;
Him. ‘I make sure all the entries are made, and bank recs are done’
Me. ‘Why does that matter?
Him. ‘So they always have a clear view of their financial position’
Me. ‘Why does that matter?
Him. It removes a source of great worry, and frees up a lot of time
Me. Why does that matter?
Him. It means that my clients have more time to do things that are important to them
Me. Why does that matter
Him. My clients all want to work to live, to enjoy their lives, but keeping the books is a huge barrier to that outcome.
I ran into him recently, and he has refined his elevator pitch. Even further to: ‘Would more sex be a nice idea…… get your book-keeping done to free up the time to enjoy your life.
He told me the uptake was ‘enthusiastic’
