I was involved in a conversation recently with the leader of
the sales team of a company. As we
talked about his experience with outside trainers and consultants, he said
something to this effect: “Too often
these folks come in with their product and want you to buy it whether it fits
your organization or not.” In other
words, they start with their needs rather than the client’s needs.
What’s wrong with this strategy? First, this approach does
not take into account the uniqueness of the client. Whether it is a consultant working with an
organization or a life coach working with an individual, the service provider must
start by getting to know the person or organization with whom they will be
working. This requires more listening
that talking. Only then will the
resource person knows the special needs and capabilities of the one being
service. In Getting Naked
, Patrick
Lencioni models a consulting approach where the consultant begins his or her
relationship with a company with an open display of curiosity or even
ignorance. The consultant asks
questions, listens, and learns before suggesting any actions.
, Patrick
Lencioni models a consulting approach where the consultant begins his or her
relationship with a company with an open display of curiosity or even
ignorance. The consultant asks
questions, listens, and learns before suggesting any actions.
Second, this approach often reflects the limited expertise
of the coach or consultant. Someone
said, “When the only tool you have is a hammer, everything looks like a nail.” If you only have one product to sell, you sell
it. Whatever the client’s need, your
product will meet the need. This was the
approach that religious denominations pursued in the past. “You want to reach more people? Then you need a bus ministry (or Evangelism
Explosion or direct mail).” This might be a short-term fix, but there are
rarely lasting results because the program doesn’t really fit the church.
Third, most clients today know that they have a choice. They
can use the “off the rack” coaching or consultant model, or they can work together
with the service provider to develop the strategy that will be most effective
in their situation. This is the contrast
between Wal-Mart and the boutique or the mass production model versus craftsmanship. The former option will meet your short-term
need but the latter approach is much more useful to you in the long run. The client makes the decision and pays the
price (in money, time, or effort).
When it comes to providing help, the provider must always
offer assistance in the way that the recipient can best incorporate it. Otherwise, the effort is wasted. Being conscious of the other person or group’s
individuality will pay off in long term changes and benefits.
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