As any sales effort progresses, changes are bound to happen. Maybe the scope of the work expands or contracts; or perhaps the composition of the client team shifts. As you and the client focus on what needs to be done, it’s also possible that the goals of the project get modified or that the schedule slides.
Whatever the specifics, how you learn about such inevitable changes speaks volumes about your standing with the client. For example, if clients don’t clue you in about changes in their expectations of scope, you’re probably in trouble.
Instead of sitting back and reacting to change, you should aim to be in the thick of it. You want a close, ongoing dialogue with clients so you are in a position to suggest the best course of action, whether it’s about scope, objectives, value, or approach. If you’re not a source for change, or part of those discussions, you’re too far away from the real buyers to win.
About Michael W. McLaughlin
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