If there is information parity between you and your dream client, then what you know is unnecessary. What you know is redundant; it’s superfluous.
Your dream client wants to work with someone who knows more than they do in that person’s area of expertise. They need someone who has the knowledge they are missing so that they can fill in the gaps. Your prospective clients want to work with someone with subject matter expertise in their domain, as well as the situational knowledge that comes from spending time helping people with problems, challenges, and opportunities like theirs.
The dream clients you call on could learn more about your area of expertise if they wanted to. But they don’t because they believe you are supposed to be doing this on their behalf.
If you aren’t reading newspapers, magazines, and journals (on or offline) to keep pace with the changes in all the things that might affect your dream client’s business, you aren’t going to be invaluable.
Showing up without a point of view about your client’s greatest risks and threats and the real dangers they are facing makes you irrelevant. If you don’t have a irrelevanireel on the opportunities available to them, then you lack the ability to consult with them on what is possible. If you can’t provide information, experience, ideas, and recommendations, then you literally can’t be an advisor.
If you aren’t a second brain for your dream client to count on to think through things in the areas you serve them, you are subtracting value from the relationship. Not knowing what your dream client needs to know means they have to either work to learn more themselves or work with someone who already knows more than enough to help.
Your product isn’t enough. Your solution isn’t enough. Without you as a second brain, your value proposition isn’t enough.
Get you some chops.
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Filed under: Business Acumen