This post is a continuation of a previous blog post, How to Create Intimacy with Your Clients. To read it, click here.
You may have done your research, listened them out, and came to the conclusion that they would be a great client for you and that you are the perfect solution for their needs. But have they come to that conclusion about you?
Mirroring allows you to present yourself in ways that are aligned with those business matters that are important to them. And if you have done a great job of research, feeling them, and creating intimacy, then you know exactly how to mirror yourself to get them to engage with you in a business relationship.
Let's get back to my example. I have gathered all of the data through great questioning. I know their intimate touch points. Now it's my turn to talk. My next step is to take the information that I have learned and to then mentally prepare an outline in my head, or on my notepad if possible, that addresses how I will present myself and my firm given the answers to and feelings received from my listening session. I talk first about my and the firm's expertise in the areas I listened about, in the exact order that the questions were answered. I discuss specific examples of things we have done. I provide potential solutions to items that may have been revealed. To be clearer: I provide what the solutions look like when done, not how to get there. "How to get there" requires that you hire me. I discuss opportunities that I have identified and their benefits, and how the solutions and benefits will make the principals of the company feel: relieved that a problem will be solved; happy that they have an opportunity to save money or generate revenue; secure from the potential risk of loss of assets. These are feelings that create the sensation of intimacy. Again, these feelings have to be authentic, not canned.
It is important that your presentation be in the exact order of the questions that you asked, as much as possible, and that you incorporate specific things they said. Why? Because if you do, your conversation will seem familiar to the listener. Or, to put it another way, you will seem familiar to the listener. Nothing like hearing your own words said back to you to give you a sense of comfort, intimacy, and familiarity about the person speaking to you.
If you are successful with your processes, what will begin to happen on the other side of the table is the process of them subconsciously fitting you into their company. They will actually start to visualize you walking through the halls and interacting with them and their staff, servicing their needs. If you have done a great job, the leaders of the company will feel as if you are one of them, that you get them, that you understand clearly what their needs are and how to meet them, and that you are a person they like and one they want to have a long term relationship with. They will begin referring to everyone at the table, including you, as "we."
And you will know how to service their company, make them happy, and keep them as a happy client forever.
Richard Levychin, CPA is a partner with the CPA and advisory firm KBL, LLP, where he focuses on serving the unique needs of emerging businesses.