Clients come to us for two different reasons. Knowing which one you are hearing changes how you speak.
Two forms of a cause for change
In Act 04 you learned that every client has a cause for change, a reason they must act now. It comes in two forms. Some clients are fighting a fire: we call that a burning platform. Others are chasing an opportunity. When people at ORIGIN set "cause for change" beside "burning platform", they mean this second, ambitious kind.
A burning platform sounds like
"We are losing deals to competitors who look more professional."
"Our launch is in four months and nothing is ready."
"Buyers are sent to a website that is three years old."
"The board asked why last year's strategy was never carried out."
An opportunity sounds like
"The market is opening and we want to lead it."
"We are becoming a larger company and want to be ready for investors."
"A new sector is forming and nobody owns it yet."
"We want to enter a new region next year."
The board is the group that oversees a company.
A client tells you: "We are losing deals to competitors who look more professional." What do you speak about?
"Losing" points to a burning platform.
Listen for the words. "Losing", "late" and "behind" point to a burning platform. "Want", "plan" and "next" point to an opportunity.
One client is putting out a fire, the other is racing for a window. Both need to act now, for different reasons.
The rule for both
Never describe the client as failing. They have succeeded up to this point, and the next stage needs something they have not built yet. We call that a growth ceiling.
Why it matters
A situation from our market
A developer launches three projects in one year. Each was given to a different agency, so each has a different brand, a different website and a different list of leads. Sales are fine today, and the developer cannot say which campaign sold which home. That is a growth ceiling.
That developer asks what you make of their marketing. How do you put it?
A growth ceiling, not a failure.
Never describe the client as failing. A client who feels understood asks what to do next.
Before you move on
Three questions before you move on. Type your answer, send it, then check it.
Your answers stay on this device.1A client says "the market is opening and we want to lead it". Which form is it, and what do you speak about?
The answerAn opportunity. The window, and who will take it if they wait.
2Which words point to a burning platform?
The answer"Losing", "late" and "behind".
3What is a growth ceiling?
The answerThe client has succeeded up to this point, and the next stage needs something they have not built yet.
A fire, or a window.
Next: objections.