I came across a great question in one of my LinkedIn groups today that asked “How do you define achievement / success in Project Management?” Many of the responses were very technical and focused on the metrics of a project and the meeting of deadlines and making sure they achieved the final deliverable. While all that is great and key to having a successful project, I don’t think it defines how to be successful overall. It really got me thinking about all the different thought industries today and how each one has its own definition of how to be successful. Then, it hit me – the answer really is the same across all industries as it always has been. It’s a not so simple choice.
As a consultant you have a choice to make. You can take the road of least resistance or you can do the hard job – the one that needs to be done. The road of least resistance involves going into a client and listening to what is needed. Then, you build a plan to meet that need and work tirelessly to achieve the goal that has been given you. You might be thinking to yourself that’s exactly what I do and I do a great job for my clients. The thing you should be asking yourself is if you have happy customers. If you do – I’m sorry to say that’s no longer enough.
The hard job is to go into a client and listen to what they need; then, to dig deeper and figure out why they have decided on that need. It’s the “why” that makes the difference. It’s the why that’s going to tell you if what they say is needed truly is. The solution they are presenting may be perfect. In most cases though; it’s either lacking a few important ingredients or maybe even way off and will never be something that truly answers the why.
So, now you have the why from them; what do you do with that? This is when you start working with them and co-creating the solution that will meet their “why” on every level. This can be anything from pointing out areas in their given solution that don’t seem to meet what they really want and letting them talk it out while you mediate; to presenting possible solution for them to discuss and integrate into the solution.
Do you see the difference? You just went from being the person that will get them to their defined solution to being a part of that defined solution. You are now such a valuable part of the process that they cannot imagine moving forward without you. And, at the end of the project they will no longer be a happy customer – rather, they will be raving fans.
Keep in mind that a happy customer is not going to evangelize your business. However, a raving fan is going to talk about you every chance they get. In today’s business climate you need to be a much bigger part of the solution to build a fan base that will go out and tell the world you’re different and that difference is what made their company or project great.
Until next time, focus on what you know and keep doing a great job of what you love to do.
PS: Do you have a great example of turning a customer into a raving fan? If so, Please leave a comment.
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