Showing we understand what they need

By Linda Julian

We’re all human. Clients and prospective clients want to be understood and, most professionals think they have strong understanding of clients. 

But before you embark on your next tender, pitch or proposal, carefully consider whether you really understand what the client needs.

Here are a few key questions to consider writing your next proposal:

• Are they clear about what they need ?
• What do they think they need ?
• What do they need that they don’t yet recognise ?
• Do they think we understand their needs ?
• What more can we do to evidence our understanding of their needs ?
• How well do our competitors understand their needs ?
• Does our client think our competitors understand their needs ?
• How can we more convincingly and compellingly articulate our understanding of their needs ?
• What can we do to change this situation for our benefits ?

Coming to grips with client needs is worth the effort with rewards at many levels.