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Prospects and clients can view you in one of three ways, as a vendor, consultant or strategic advisor.

Vendor: 

This is the lowest level. A client who views you as a vendor views your relationship as transactional and interchangeable.  If your price is the cheapest, they will do business with you. The moment another vendor presents the client with a cheaper rate or a newer, more exciting service – or catches the client after he didn’t receive an ideal outcome from you – your client will move to the competition.

Too often firms are more than willing to provide free consulting before developing a relationship with their prospect.   However, how you are viewed by prospects begins with the very first contact you have with them.  So: Are you using the necessary strategies to be viewed at a high level by the prospects you are targeting, or does your first impression look and sound exactly like that of the competition.

When prospects put you in this category, they will often use you only for one service and they may be reluctant to refer you, even to people in their own organisation.

Consultant:

In the business world a consultant is considered an expert in a specific industry. Clients perceive a consultant as a more valuable team member than a vendor.  They will ask for your expertise and advice in regards to your specialisation when making decisions.   These clients will typically not complain about your price or shop around because they see the value you bring to the relationship.

Typically clients who view you this way will not leave without a compelling reason. 

Strategic Advisor

A strategic advisor is viewed by clients as a true business partner.  Issues such as price, new services and pressure from competitors will cease to exist when you are viewed as a strategic advisor. When clients view you as an advisor they will ask for your advice. Often, they will share their future plans with you and seek your input. Clients who view you as a strategic advisor will be the strongest referral sources you could hope for because they see you as an integral part of their business.

It’s important to be aware of how your prospects and clients view you.  If you are not viewed as a strategic advisor as often as you would like, what are you going to do to change the nature of your relationship?  When prospecting, how can you come across as a strategic advisor rather than a vendor?

Extract from Selling Professional Services the Sandler Way

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