Wisdom for Work

Use This Simple Framework to Convey Clarity and Confidence to Clients


You’re working hard to find and win new clients for your business.

Fantastic…but let me explain how they make decisions and how you can influence that.

We all like to know what’s going on and why – it’s human nature.

Say someone knocks at your door.  If you open the door and see someone you don’t know, what’s your immediate reaction?  I’m guessing that, underneath your pleasant demeanour, you’ll probably be thinking, “Who are you?”, “Why are you here?” and “What do you want?”

This illustrates that, as humans, our natural reaction is at first uncomfortable until we’ve either seen or heard evidence that the visitor is safe, there’s a legitimate reason for their call, and it’s going to be worth proceeding.

Putting this into a business situation, ensure you provide the What, Why and How of new situations or even new processes and tools. Especially with clients.

In other words, orientate them to what you’re doing.

Let’s imagine you’re meeting a new client and you want to gather some information using your business’ fact-finding sheet.  You sit down next to your client and whip out the form.

Consider these: Have they seen it before? No. Do they know what’s in it? No. Do they know why you’re using it? No. Do they know what you’re going to do with it? They could probably guess, but, no. All this will make them mildly defensive or unsure.

So my suggestion is this: Explain the What, Why and How before carrying on.


“Bob, Mary, this is a form I use to help me gather the key information about your situation so I can get a clear, accurate picture. (What – check) 

The reason I use it is to ensure I hear you correctly, write down the correct information you give me, and that way we can all feel comfortable that we’re on the same page. (Why – check)

What I’ll do is just quickly go through each page, ask you some questions and jot down what you give me, and it should all take about 20 minutes or so. Is that OK by you? (How – check).

Give it a try and see if it doesn’t relax people more and help them understand what you’re doing.

Question: How could you use this simple framework in your work? Leave me a comment here. I’m always keen to hear your ideas.

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  • Alan Nov 2,2016 at 10:23 am

    Great simple advice Rob, thanks. It is very similar to a prospecting tool we use at shows and events to qualify the potential new client. Effectively we look at it as if we are writing a storey about the client using their own words and advice. I like the use of clarifying the What, Why and How so will give this a go when next time I am jotting down details of the clients storey 🙂
    Cheers Rob

    • Rob Bialostocki Nov 3,2016 at 4:58 pm

      That’s great Alan. Yes, I find the simpler the better in many cases. Let me know how it goes.

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