Peter Winick argues that your real competition isn't other vendors but your client's preference to do nothing. To win, show them that acting is safer than staying still, not that your service beats the alternative.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and here's the idea that I'd like to share with you today, and that's this: you've got to be able to make a case that your client or your potential client actually has to do something, right? Because oftentimes we think the, the choices between the client choosing us and another provider, choosing us now or choosing us later, but actually in more cases than one might care to admit, the struggle for the client is really, do I do something? Might be new, might be risky, gotta find budget, gotta convince others. Or do I do nothing? And I think oftentimes as thought leaders, as authors, as academics, as consultants, we're actually competing with the do-nothing bucket. And in order to change a client's mind that doing nothing is not an option, you've gotta show them that the value, or at least the perceived value, of doing something is greater than the risk or the return of doing nothing. So don't necessarily think of your competitor as another provider, another option, another alternative, and it's about price and features and benefits, but position your offerings in such a way that doing something is the only logical option because we don't want to lose the, the opportunity to nothing. So I'd love to hear your thoughts on the differences between getting your clients to think about doing something versus doing nothing. Thank you.
