BBC 008 : How to Leverage the Business Needs Analysis for Success (2 of 2)

If you haven’t yet listened to part one, this will not make sense, so please go back and give “BBC 007 : Part 1 of 2 – First FREE Worksheet – The Business Needs Analysis” a listen.

This is an exciting two-part series as I give away the first FREE worksheet you can use directly with your clients, available for download at www.MatthewPollard.com/bbc007. The “Free Business Analysis” is the ultimate diagnosis tool as well as an amazing sales instrument. In this session, I explain how page two of the Business Needs Analysis will allow you to delve deeper into the client’s problems, as well as describe the effect these questions will have on the client and how it will greatly improve your client acquisition.

Episode outline:

People need to be committed to change...otherwise your coaching will not succeed. That is the purpose of the Business Needs Analysis; it puts the responsibility for change back on them. Put simply, they will be the one making the changes; you’re just the guide.

If you are familiar with Lewin’s Model of Change, this is the unfreezing step of the model.

Your best client will be one that wants to achieve results for their business and is really serious about it. So if you don’t unfreeze the customer, you will feel like you are constantly pushing them uphill while they fight you to go back down.

Don’t give away solutions; just highlight problem(s):

As I said in the previous session, the biggest mistake a coach can make at this stage is offering solutions and ideas. I know many people think that to prove their worth it is important to show clients you can provide solutions. This is not the case. You need to show that you can highlight, empathize, and fix the problem. You do this by using the Business Needs Analysis to diagnose the problem(s), show you understand how they must feel (see BBC 005 : Imagine What It Feels Like To Own A Failing Business), and finally offer stories of other clients you have worked with that you have helped with similar problems. Otherwise, you leave the customer thinking, “Let’s try out what they have given me to do first. Then we can look into using them as a paid coach,” instead of, “LET’S START NOW!”

Take Action:

This is an awesome worksheet, but again, as I mentioned in session two, a waste of time if you don’t use it. So:

• practice
• test
• experiment
• perfect

So, go out and deliver some Free Business Needs Analyses. The more people you deliver it to, the better and more confident you will become at it. It is confidence that wins the prospect and makes them want to be your client, so practice is key.

Keep me in the loop:

I’d love to hear how this worksheet works to convert your prospects into clients. Please share your results in the comments section below:

You may be wondering... “Ok, but what do I say to get them to take me on?”

Look out for “Summarizing Your Findings.” Don’t worry, it’s just a few sessions away.

Download the Business Needs Analysis NOW!

Items/Links Mentioned:

1. BBC 005 : Imagine What It Feels Like To Own A Failing Business
2. BBC 007 : Part 1 of 2 – First FREE Worksheet – The Business Needs Analysis
3. The Business Needs Analysis

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