How to lose a £100K project.

Ignoring personal motivation.

That’s how I lost a £100K project.

If you want to win bigger, better projects don’t forget about your client’s buying motivation. If you do you’ll kill trust.

They’ll think you’re more interested in your agenda than theirs. That will reduce your chance of a successful sale. You’ll lose an opportunity to apply your expertise. And unless you have those how can you get your practice to the next level?

Worst-case scenario … you lose your reputation as a go-to person. This means long-term you’ll be stuck with mediocre projects, clients, and fees.

That is how I lost this £100K project:

I thought this deal was in the bag. I focused entirely on project results because of the potential £6 million windfall profit.

But, the client was more interested in avoiding mistakes and maintaining their position. They preferred stability.

Which is why I want to share this with you.

Rational business case + Personal motivation:

If I could go back I’d apply McClelland’s theory of needs to the situation. This suggests people’s primary personal motivation is either power, achievement, or affiliation.

As a result, I’d have to show my client how to get the £6M with lower risk and strengthen their power base too.

If you use McClelland you’ll build higher levels of rapport and trust. The client will see you’re thinking about their needs, agenda and goals.

That’s how you build productive relationships and win the best projects.

Whatever your motivation is … I want you to win great work, build great relationships, and find your position of power.

What is your experience of client motivation and winning consultancy projects?