A broken heart

Remember when you had your heart broken? Awful isn’t it? It changes you in unsuspecting ways. You become cynical and hypersensitive to disappointment, deceit, betrayal.

We’ve all been there. Trust, once broken, is so hard to gain.

That’s where your next best client is at right now: looking for a solution with their guard up. Hoping, praying, that you don’t break their hearts, and bank account, like the last guy did.

You wouldn’t do that; you are amazing, caring ... you know - professional.

But how do they know? Once bitten, twice shy.

So then, what can you do?

First: stop talking. Start listening. What you’ve been saying isn’t as important as what they need to hear.

Let them tell their story.

Learn about their past bad experiences. Find how that lines up with, not what you do, but what you might be saying which sounds close to what they fear and then …

Then! Never use those words again.

Instead, learn from your clients. Understand their perspective on you and your work. Find the words, phrases and experiences that they use which reinforces the positive things that they are looking for in a solution to their problems. What they are hoping to find in the relationship that you provide.

Make that a critical part of all your messaging. Everything that speaks about your company, services and experience needs to reflect this.

Things that say to them, “Hey, it’s ok. We got you. We understand and truly want the best for you. This is what makes us, us and we are here to help.”

But you gotta mean it and it needs to be in their particular language. Or it seems like just, sales talk.

Your customers are need you to connect to them as people with a past wanting a better future. It's not B2B, not B2C. H to H. Human to Human.