We are coming up on a decade in our own business. We have worked with thousands of clients and many times that number of prospects. As independent business people, our survival depends on our ability to forecast and close work. We have a very high close rate once we’re presenting, especially in person. This has been achieved through careful study of human nature and at a high cost.
As a consultant, you need to make the prospecting cycle as tight as possible so you are not chasing leads that won’t go anywhere. We began to experience greater success when we understood the following principle: Most people can’t say no.
I don’t mean this in the sense that they will buy from you if you overcome objections or demonstrate value. Most prospects know very quickly if they see value in what you’re doing and will buy. Our experience has been the best engagements result from connections that form quickly or, if there are delays because of a competitive procurement process, you are continually building a tighter relationship as it goes on. Absent this, you are likely waiting for a ‘no’.
The reason for this, my partner and I believe, is that most people hate the idea of rejection and hence are hesitant to do it to other people. I, for one, appreciate having my attention and effort liberated by a firm ‘no’. I am now free to begin the hunt for a new client, sometimes with lessons learned. But the slow ‘no’, or worse, the ‘we’re thinking about it’ just takes up mental and emotional cycles that are better spent elsewhere.
Sometimes, you can turn an anemic ‘we’re considering’ to a ‘yes’ simply by having the backbone to walk. Let’s think about it. Do you really want a consultant that is groveling for your work? How independent is the consultant’s opinion if they allow you to stall them indefinitely.
We only want to work with people who will commit themselves. A good way to communicate that is to put bid validity dates on your quotes or to contact the prospect and let them know, gently, that you both know they can’t or won’t hire you and that you’re moving on. About 20% of the time we make these calls, the prospect will negotiate a hire. Why? People trust people who know what they want and where they’re going.
There were a lot of years that we were patient as Job and waited through an extended decision making process. Even when we won, we got a relationship that was usually tentative and did not produce the same outcomes as those where the client got it and signed up whole heartedly.
And that’s the point: What kind of consultancy do you want? Do you want one where you’ve got a lot of clients but few successes or one where the rewards are beyond money because you were a part of your client creating a new reality for both of you. If someone can’t get their mind around hiring you, how do you think they will do implementing your suggestions?
Understanding that ‘no’ is not in the vocabulary of most people, that they want to ‘let you down easy’ is an important lesson to learn. There is no letting you down easy. In fact, stringing people along is actually disrespectful and a waste of everyone’s time. That doesn’t change the fact that a majority of people will, out of a misguided sense of compassion, waste your time if you let them.
Dispatches From The Front 
This is excellent advice that I wish I’d received decades ago. Thank you so much for sharing your wisdom.
With deep gratitude,
Anne Caroline