The power of shoes (2 of 2)

Here is the rest of the extract from the David Maister article. In this piece David specifically looks at the range of human emotions going through the mind of a prospective client.

I’m skeptical. I’ve been burned before by these kinds of people. I get a lot of promises. How do I know whose promise I should buy?

I’m concerned that you either can’t or won’t take the time to understand what makes my situation special. Will you be one of those typical professionals who are hard to get hold of, who are patronizing, who leave the client out of the loop, who befuddle the client with jargon, who don’t explain what they’re doing or why, who…, who…, who…? In short, will you deal with me in the way that I want to be dealt with?

To a degree, I am also exposed. Whoever I hire I’m going to have to reveal some proprietary secrets to, not all of which are flattering. I’m also a little threatened. You will be working on things for which I am responsible (marketing consultants are hired by the vice president of marketing, lawyers by the general counsel, actuaries by the benefits manager). By the very fact that you are suggesting improvements or changes, there is the risk that you will uncover things that I haven’t been doing right up till now. Are you going to be my ally or my enemy?

What all this reveals is that from among the set of qualified candidates I am looking for the one I can trust. The act of hiring a professional is, by very definition, an act of faith. I must, inevitably, believe a promise. In selecting a professional I am not just buying a service, I am entering into a relationship. Your selling task is to earn my trust and confidence—with an emphasis on the word “earn.”

See you next post.

All my best,

James E