Why

We must demonstrate that we are worthy of being spoken to in an open, truthful manner about the issue at hand.

What

• Consider the impact of the digital revolution in business relationships: each party to any business interaction is significantly "smarter" at earlier stages of interaction because of the ubiquity of available information.
• No client wants to buy air unless they can breathe it first. Clients prefer to buy based on a sample - and the more complex, esoteric, high-priced, risky, and personal the product or service, the more that is true.

How

• [ ] Collect the facts, do an analysis, develop insights and a point of view: "We have some unique insights into your industry and we'd like to come and share them with you, for free. We don't pretend to know your business as well as you do, but we think we've got some information and views that are a little different. May we come and discuss them with you?"
• [ ] Try to customize your activities to this specific client; it shows you are willing to enter their world.
• [ ] To understand some of the emotions surrounding the client's use of professionals, think of the personal risks (reputation, promotion opportunities, bonuses, perhaps even one's career) that go along with the responsibility of choosing any outside provider.
• [ ] Go first: be the first to make an investment in the relationship.
• [ ] Say something revealing about yourself.
• [ ] Have them know your credentials. It will make them feel better.
• [ ] Don’t just cite references. Where it is genuinely possible to create mutual benefit, introduce your clients to each other.
• [ ] Love your topic. It will show.