As professionals, we have a tendency to talk about our services in terms of our tools and processes. Our clients don’t care about how we do what we do. They want to know that we can help them get to what they desire. And to the deeper desire under that desire.
The more you deeply listen to what your potential clients and clients tell you, the more clearly and accurately you will understand their desires and their deepest desires under those desires.
If you’re a business coach, your clients might talk about making more money, doing more fulfilling work or getting more focused. For each client, what is beneath those desires? There are as many answers as there are clients.
Maybe one client wants to make more money to ensure her daughter can go to the college of her choice. Why is that important to her? Maybe she feels it’s her job to do all she can to set her daughter up for success.
Maybe another client wants to make more money to retire sooner. Why is that important to him? Maybe he would love to devote more time to his passion of restoring old trucks.
Maybe another client wants to make more money because she’s single and she wants to take good care of herself.
I have a deep desire to make more money so that I can spend even more time with my family and friends in beautiful, spacious natural environments. (Taken Jan 18, 2017 from the top of Beaver Creek ski area on my 25th annual ski trip with my 3 sisters.)
If you’re a chiropractor or massage therapist, your clients might talk about feeling better or paying more attention to their bodies. What’s underneath that desire right now? Maybe they’ve had a health scare, maybe they want a health partner rather than trying to figure things out on their own or maybe they want to be more pro-active and self-sufficient by learning more about their health.
The more you ask potential clients and clients something like, “Tell me more about why that’s important to you,” the more you can understand their deepest desire and the more you can help them fulfill them.
What’s your sense of how you might go deeper with learning what your clients desire? I’d love your comments and insights below.
Ken, you bring up something I’ve never considered – as we learn more about a person’s deeper desire, we might realize that we aren’t the best fit or our services aren’t the best fit. As you point out, that’s the best time to discover that!
Thanks!
Kitty, thanks for the acknowledgment about the photo. And, yes, our deeper desires are where it’s at!
I have tried to consistently use your idea since the 70s, and I must say you are right. When I dig a little deeper it almost always yields better results. Sometimes the better result is to discover that a potential client or customer and I aren’t a good match, and hooray—I’d much rather learn that now than later! Or, if we are to work together, it’s wonderful to have clarity about what we are really working on.
Great reminder about the deeper desire…and awe-inspiring photo! Thank you for you deep insights!