By Don Linder
It's a classic Three Stooges bit: Moe holds a ladder over his head, half the ladder in front of him and half the ladder behind. Not realizing the half behind, Moe turns round-and-round whacking Larry and Curly on the head over and over again.
We do the same thing to clients all the time whenever we deliver a service without understanding the effect of that service on everyone in the client organization. Ouch.
And, in another bit of craziness, we deliver value to clients without realizing the full value we deliver. (Sorry, no Three Stooges example comes to mind.)
While we do both – not realizing the scope and depth of our actions – at our own peril, the good news is we don't have to. We can increase our success rate in selling high-value services and can keep more of the clients we already have. Here's how.
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