In a recent workshop I was asked “How do I get all the important questions in one place?”  I replied, “i’m glad you asked that question”.  No, I really was.  Because I had recently done a workshop about that very subject as it relates to any sales situation, and I subsequently produced a canvas; I titled it ‘Client Proposition Canvas’.

The Client Proposition Canvas basically asks a series of linked questions that helps to shine a light on what is important to a prospective client at any point in time.  By asking these questions you will gain real insights into what clients want and value; which will help anyone who is sincerely trying to help clients progress.

I have abstracted some of the key questions from the canvas for you to consider and apply to those you are attempting to serve.  I hope the following helps you:

 

WHAT?
  • What are you trying to promote, engage or sell to your clients?
  • What is the actual service or product you are offering?

 

WHY?
  • Why would your clients be interested in this specific service or product?

 

WHAT WOULD SUCCESS LOOK LIKE?
  • What would be seen as a successful service, product or project in the eyes of your client?

 

WHO DO YOU NEED TO TALK TO? 
  • What are the job titles of the people you need to influence so that they can buy your  service or product?              

 

WHAT DO YOU ACHIEVE FOR CLIENTS?
  • What are the benefits your service or product will deliver to clients?

 

WHERE, WHEN AND HOW DO YOU KNOW THAT YOUR CLIENT HAS BEEN SATISFIED?
  • Where?
  • When?
  • How?

 

INSIGHTS:
  • Where can you find clients?
  • How many are there? and
  • Do they have a buying cycle?

 

HOW?
  • How does your client interact with your service or product?
  • How does your ‘client journey’ unfold and what are the key steps?

 

WHOSE REPONSIBILITY IS IT TO ENSURE CLIENT CONTINUITY?
  • Yours?
  • Someone else?

So, please use these questions in your next client facing meeting.  If you are able to help me improve the canvas, I would welcome any constructive feedback.