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

CHAPTER 2How Clients Buy : Understanding the Client's Buying Decision Journey

It is particularly hard for people to make good decisions when they have trouble translating the choices they face into the experiences they will have.

—Richard H Thaler, University of Chicago, Nobel Laureate in Economics

I was having dinner recently with my good friend John Senaldi, who lives in the Bay Area. As we enjoyed a glass of 12‐year‐old Talisker, it occurred to us that it had been 30 years since we worked together at GE Aerospace in Syracuse, New York. We were in our early 20s at the time.

After catching up on our kids and other small talk, our conversation drifted to our professional lives. John had spent most of his career in medical technology. By any measure, he had a very successful career leading to the CEO position at a tech company he helped turn around and sell.

John had recently transitioned from corporate life to the role of executive coach and strategic advisor. He now leveraged his considerable experience in helping CEOs navigate through difficult business issues.

“How's your new consulting practice going?” I asked.

“Well, I gotta admit, it's been a bit of a transition to the new role as coach and advisor,” John replied. “The hardest part for me is learning how to market my services to prospective clients.”

“Tell me about your successes this past year,” I prompted.

John replied, “It took a while, but I have managed to land two really good clients. I'm helping a couple of CEOs ...