How to Win Client Business When You Don't Know Where to Start

Introduction

Here's a simple thought experiment for you to ponder:

Why is it that we have no problem whatsoever buying a home after an hour-long walk-through, yet will agonize for months in choosing an architect if building a custom home?

We're comfortable spending $500,000 on a house after a short visit, but require months to choose an architect who will cost us a small fraction of this amount. Alternatively, we'll spend $100,000 on a new Tesla Model S convertible after a 30-minute test drive, but struggle for months to choose a financial planner.

Hmmm, why is this? Selling a service is much different – and harder – than selling a product. Or, more appropriately, buying a service is a much different experience than buying a product. Something interesting is going on here that I think warrants further thought and discussion.

OK, maybe you've never pondered this before. But I have. I'll admit, among friends at least, that I spend many of my waking hours thinking about things like this: how clients buy and how to win client business. These are fascinating topics, and oddly, not studied nearly enough.

If you, too, find this question interesting, maybe you're a fellow journeyman in this quest to better understand what goes on inside the heads of prospective clients and how to win more client business. Let's join together and travel in search of answers to questions such as these.

If you aspire to become a partner in your firm, I'm sure these questions resonate with you. Maybe ...