Closing Workshops … Getting to Yes & Beyond
Challenge: The nature of client partnerships is changing. Some see a shift to more project-oriented assignments versus retained teams. But, the pendulum has swung to project work before, only to swing back to deeper partnership models, albeit in newer, less traditional forms. Continuity relationships that go beyond single engagements are productive for most clients and service providers. But building a trusted relationship where clients see value in a committed team requires modeling that behavior at every interaction. You begin closing a long-term partnership by declaring your interest in this kind of relationship at the outset, while demonstrating your willingness to work towards it. When you close one assignment, it becomes an opportunity to build a relationship of enduring value, through consistent excellence.
Example: FM worked with a growing organization to move away from smaller “trial” assignments to focus on “continuity relationships” of value. This included establishing criteria for triaging new opportunities, and a process to review each client inquiry for their potential to become a repeat customer. This process extended to initial conversations with clients, declaring a strong preference to form ongoing relationships, based on merit, as well as transparency regarding the threshold level of annual compensation needed to make the relationship work.
Application: FM closing workshops help teams understand that the closing process is not a single event, but an ongoing effort, beginning with the initial engagement, and building concurrently at every opportunity. FM applies the process to active client engagements, as well as in workshop settings using scenarios customized to team challenges.
Results:
Stronger win rates, inclusive of new clients, and current client proposals
Year-on-year growth, aided by building/sustaining “continuity relationships”
Recruitment, development, and retention of staff aided by strong, anchor clients
“As marketers, we should be changing our mantra from always be closing to always be helping.” - Jonathan Lister, VP Global Sales Solutions, linkedin.com