I was taken aback the other day.
I should have known better, really, but I keep falling into the little “thought traps” of idealism. Here’s what happened:
I was talking with someone who’d expressed some interest in my services. These services are expensive – he was thinking about The Phoenix. But he told me that what put him off wasn’t the high price. It was the fact that
He didn’t know exactly what he was going to get.
Meaning:
He didn’t know if the end result included classified ads… and how many… if it included a direct mail campaign with a brochure or without a brochure… if it included copy revisions… and how many… and he told me, straight up:
“I want to control the process. I want to know what I’m getting.”
Patiently, I explained that this was not how I do things. I don’t guarantee to write you a certain number of classified ads. I don’t guarantee a brochure in your direct mail campaign. The reason for this is for your benefit – I don’t want to limit myself. The whole idea of The Phoenix is that you get me on your side, so that I can do whatever I think is right for your specific situation.
He brushed my explanation aside. He said: “I hired some guy to do my website for me. The guy said it would cost $3,000. It ended up costing me $9,000.”
For one complacent moment,
I was stunned.
“What did you just say?” I thought to myself narcissistically. “You dare accuse me, the magnificent Gil-Ad Schwartz, of such petty and sleazy tactics? Do you not understand that I would take on your project with such zest and dedication that you might think my life depended on your success? Do you think I’m going to take my super-expensive fee and then nickel-and-dime you for extras? How can you think that of me?”
I then came to my senses, and told my prospective client that we were probably not a good fit to work together. But the question remained: how could he think that of me? If you take a lot of pride in your work, then I’m sure you can empathize.
Because the fact remains that he did think those things of me… just like other prospective clients of mine…
And just like many prospects of yours who think those things of you.
It’s true that this was an extreme example – probably because it takes a specific kind of business owner to “get” what I can do for them. But it illustrates the point that prospects… mine, yours, anyone’s… they don’t know if you’re honest. They don’t know if you’re not just out to screw them over. They don’t know if you care about the job you do.
Assuming they know what you know is a huge mistake. For some people, it’s automatic to assume that other people have the same world-view as them. I do it all the time. And I have to constantly remind myself:
They don’t know.
They don’t know.
They don’t know.
You want them to see things your way? Only one thing to do:
You have to persuade them.
Sincerely,
Gil-Ad
