Being in business—independently or as a part of a team responsible for making the cash register ring—we can be lulled into a belief that any paid engagement is a good one. Some of us have had the good fortune to stick around long enough to learn to know better. Sometimes, getting to “no” is at least as important as getting to “yes.” Prospective clients usually offer very clear signals as to whether we should work together, but we don’t always pay attention to those signals or we see them and rationalize them away. Sooner than later, though, once that engagement begins, we come face-to-face with what we already knew: we should have walked away. Since we didn’t, we’re now burdened with a relationship that will require way more time than it should, be very difficult if not unpleasant, AND is much less likely to succeed. That’s what we call a lose-lose-lose…which, to be clear, is a bad thing!
Not always being the paragon of walking-away virtue myself, let me help you out with a few quick tips to help you avoid entering into a losing proposition. Don’t misunderstand me to be saying that you never should take on a challenging client. We regularly agree to work with organizations and leaders who are facing an uphill effort. What we know—through hard-won experience—is that there are cues and factors that tell us it’s not the right time or circumstance for us, given our commitment to providing a high likelihood of results to our clients. It may be that something else needs to happen first, or it may be that it’s just not a good fit. These are some of the indicators that, when you hear them from prospective clients, your best bet is to pass on the ‘opportunity’ to work together.
• What are you going to do for me—If you’re ranking ‘watch outs,’ the consistent indication that the prospective client expects you to come in and do all the heavy lifting probably is the chief reason to pass on an engagement. You should most certainly explore whether you can bring them into the process and solution as a partner; but, if that proves unsuccessful as you craft your engagement, you have your answer. The purpose of our work is to help guide the client to the things that they need to begin to do and to continue to do. If the solution they see is having someone come in and do everything for them and then leave, it’s no more a solution than sticking one’s finger in the dike and believing the problem has gone away. Your conversation from the outset needs to be about what you’ll help them accomplish and be very clear about what is expected/required of them and their team. If they agree, you’ve got a foundation to build on. If not, walk away.
• How much, how long?—These are fair questions from a buyer, with a significant caveat: if it is only about the cost (amount times duration), you’ve failed to connect them to the value they’re seeking and their likelihood of results. Time lines and other commitments vary from business to business, but they all boil down to what changes and how that makes them better. When value isn’t defined, understood, and driving the relationship, you’re ability to provide anything more than a commodity through a transaction is severely constrained. If that’s the business you’re in—and some are—fantastic. If not, do your best to define the value you’re helping to create and test your prospect’s weighting of that value (versus cost) in their equation. Walk away if their emphasis is on cost.
• We’ll know soon, maybe—Simply put, unless or until you’re talking directly with the decision maker(s), walk away. There are a number of rationalized business development and change management philosophies including ‘bottom up’ and ‘middle out.’ When it comes to positioning your client for success and thus being successful yourself, ‘top down’ is the only avenue for success. This doesn’t mean you can’t have a sponsor at a lower level, but you need to get them to connect you directly to the decision maker(s). Top-level accountability is paramount. So you have to access the top level AND get them to commit to being accountable. If you don’t or can’t, walk away.
That’s a lot of walking. We know walking is healthy personally, but it can be painful from a business perspective. Even so, it’s a lot less painful than a bad and a losing relationship. Run, don’t walk, towards creating and leveraging winning relationships. Walk, walk quickly and with determination away from those situations that promise only disappointment. You see and hear it…so act accordingly. It’s your best move!