Jonathan Stark describes how ridiculous it is to not have alignment with a client using a cab driver illustration*:

Imagine you’re a cab driver.

Someone gets in the cab and hands you $500.

You ask them “Where do you want to go”?

They reply, “I”ll know it when I see it, just drive.”

The more time goes on, the more frustrated they seem, but they continue to insist “I’ll know it when I see it.”

When their money runs out, they sarcastically say “I guess I’ll get out here”.

“Is this where you wanted to go?” you ask.

They reply, “No. We didn’t get close enough.”

“Do you know where you want to go?” “No.”

This is is what it’s like if you don’t have a alignment with a client.

If you’re not clear on what they really want, how will you know if you get there?

Why Conversations help good fits to tell themselves why they want to do this project, why they want to do it now, and why they want to do it with you.

And if they are a bad fit, they will tell you why. There’s no need to wonder what went wrong.

These techniques take practice and I’m by no means an expert at them. The more you practice, the better you get.

It helps to find a place where you can get some low stakes practice. Maybe you can do a mock sales interview with a friend, coach, or even an accommodating client. Do not underestimate a good roleplay.

I hope you’ll see the power of these conversations in your own business.

Josh

*I don’t remember the exact story so I’m paraphrasing.