Here’s a consulting question I received as part of the “Ask Michael” series:
I’m David and I provide marketing consultation services to professional photographers over at Salevoke Marketing, mostly to wedding and portrait photographers.
I’ve been a long-time reader and have purchased your consulting book and I absolutely find them insightful and highly useful in the real-world.
My question revolves around customer’s resistance to change.
With my client base, I have to say that about 50% of those who eventually chose to engage with my services after receiving a series of free content marketing (how-to emails, business strategy discussions, articles on common mistakes, etc.) when they opt-in have the tendency to resist trying solutions even after they’ve agreed that the strategy was sound and it addresses their current problems.
The go through the acknowledgement of their business problem and have decided to find solutions, but due to various concerns that they have, decide to go back to the “”I don’t know if can or if it will work”” phase.
It’s like getting all amped to go skydiving then backing out once the plane door opens at 10,000 ft.
How do you suggest proceeding without the ability to physically push them off the plane (figuratively speaking, of course). Note that virtually all my clients are online, not near my physical location.
Thanks and more power to you.
Great question. This is an issue that many consultants have to deal with at some point.
Have you tried to show your clients case studies of what others have done and the results? Something that helps them see more clearly that they too can achieve those results if they follow your steps.
Next, have you found out what the main reason is that they are not moving forward?
What is their main concern or issue?
Fear, time, money, or something else?
Then see how you can help them overcome each one.
Would they pay a premium to have you execute the marketing for them?
You can’t change your clients. They have to change themselves. You can’t force them to do anything. They have to want to do it.
Your job is to help them arrive at the understanding that they have much more to lose if they don’t implement and that by taking action they will get the result they hired you for in the first place.
A few thoughts… hope that helps.