One of the worst things I see done in presentations
Is underestimating a fit with clients.
By fit, I don’t mean the same appreciation for flat front stretch golf pants;
I mean values, expectations, and preferences,
And how you can, or can’t, meet them.
This plays out one of three ways:
1. You and the client have a good perceived “fit” (mileage may vary)
2. There isn’t a good “fit” but you stubbornly plow ahead with what the “client should want” or
3. The “fit” isn’t completely there, but you message your core strengths around [what I call] a “circular fit” of success
Imagine,
You’re in a meeting with a client,
Talking about their long term goals,
Core values and previous experiences.
They say:
“We here at companyville are a small tight-knit group.
We are nimble, flexible, and adaptable, because
We need to pivot based on changing technology and markets, etc.
We need a partner who can support us, and
Help us complete our superimportantproject so we can expand”
[Of course you already knew this because you reviewed their website, asked questions at the RFP stage, and so on…]
If you are an equally nimble tight-knit sort of company,
#1 may mean you can smile,
Nod your collective heads,
And celebrate a similar set of values and experiences.
[Again, mileage may vary if you are the best for their superimportantproject needs,
But you fit preferences]
If you are a company who falls under #2,
It might sound like this:
“We hear you… But we know clients like you don’t want to worry,
Don’t want the burden of day-to-day oversight,
We have somereallyhighnumber of employees, industry leaders and experts,
Expensivebutwaycool tools and vendors clients like you always need, and
SOP’s and processes and meetings [ohsomanymeetings] to make sure nothing falls through the cracks.”
[Which, to paraphase, sorta feels like “fit? we got your fit right here!”]
This option may or may not induce eye rolling.
#3 to me is the most interesting.
In reality, you are rarely a complete fit,
One of you being of larger or smaller size,
With more or less resouces than the other,
And so on,
But you can build fit around what both of you value,
Driving success for the superimportantproject.
Maybe…
“That’s great – we certainly appreciate that you’re flexible and nimble.
We can certainly set up a small, unique team;
One point of contact with strong decision-making power who, if needed,
Can access more expansive resources or third-parties,
Can add on subject matter experts and services if you need them,
Can setup tools around your preferred level of oversight and review, and
Will pivot and adjust with you.”
If you’re the client, you’ve been heard,
[Quick check for eye rolling…]
A “circular fit” that
Matches values and capabilities,
Bridges expertise and comfort,
And, if nothing else, creates open communication
To work towards a solid compromise.
