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 are you trying to promote, engage or sell to your clients?
- What is the actual service or product you are offering?
- 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 can you find clients?
- How many are there? and
- Do they have a buying cycle?
- 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?
- 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.