How Do I Get Clients Without Selling?

SHOW NOTES:

WorkLife Stories from School of WorkLife Episode: How Do I Get Clients Without Selling?

How do I get clients without selling is the question every capable independent professional asks when the work is excellent and the diary is thinning. There is nothing wrong with selling. What exhausts people, and rarely works, is pitching yourself — explaining why you're worth it, hoping to be believed.

Kofi had twenty years behind him and a pipeline that was emptying. This is the story of a phone call he didn't expect, from a woman he'd spoken to once, beside a table of sandwiches — and of the three stories he found in twenty years of consulting, not one of them a pitch.

RESOURCES MENTIONED

Get the Client — Professional Self-Coaching for Networking and Building Professional Relationships Tell the Three Stories That Reveal How You Think, What You've Learnt and What Drives Your Work — and Why That Makes People Want to Work With You

Work With Me: Commissioned learning resources, speaking engagements, and organisational partnerships.

The stories I write are based on real WorkLife challenges, obstacles, failures and successes. Persons and companies portrayed in the stories are not based on real people or entities. Carmel O' Reilly schoolofworklife.com

Transcript

Speaker 0:08

Kofi could hear himself doing it. The slight lift in his voice. The eagerness. The sense of a man explaining why he was worth it. Every conversation that began as two professionals talking became, somewhere around the fifteen-minute mark, a man selling. I've never been a pitchman, he thought, driving home from another networking event. I've only ever been useful. Then the phone rang, and it was someone he barely remembered. Welcome to WorkLife Stories from School of WorkLife. I'm Carmel O' Reilly. And today's episode is How Do I Get Clients Without Selling? — the question every capable independent professional asks when the work is excellent and the diary is thinning. This story is about Kofi. And about twenty minutes beside a table of sandwiches, eight months earlier, that he had entirely forgotten. The Empty Diary Kofi was forty-five, and two years into working for himself. He had left a large consultancy where he had been one of the people they sent when something mattered. The kind of consultant who is quietly moved onto the difficult client. He had twenty years of that behind him, and he had gone independent because he wanted to do the work his own way. The first year was fine. Old colleagues, old clients, work that came to him because people already knew what he could do. The second year, his diary began to thin. He did all the things you're supposed to do. He updated his profile. He wrote about what his practice offered. He met people for coffee and explained his methodology, his approach, his areas of expertise. He described the outcomes he could deliver. And he could hear himself doing it. He could hear the pitch in his own voice — the slight lift, the eagerness, the sense of a man explaining why he was worth it. He hated it. Every conversation that had begun as two professionals talking became, somewhere around the fifteen-minute mark, a man selling. I've never been a pitchman, he thought, driving home from another networking event. I've only ever been useful. The Call He Didn't Expect The call, when it came, came from someone he barely knew. A woman he had met once, eight months earlier, at a client's leaving do. Twenty minutes of conversation beside a table of sandwiches. He had told her about a restructure that had gone wrong, early in his career. He had drawn a new reporting line — clean, logical, exactly what the organisation needed on paper — and had never asked the one question that mattered: could the two people at the top of it actually work together? They couldn't. They never had been able to. Everyone in the building knew it except the man drawing the chart. It cost the client a year. She had laughed, and told him about something similar. And then they had talked about why organisations break, and Kofi had said the thing he always says: that the chart shows who reports to whom, but the real structure is who trusts whom — and if you redraw the chart without dealing with the trust, people quietly go back to working the way they always did. Eight months later, she rang him. "We're restructuring. And I remembered what you said — that if you redraw the chart without dealing with the trust, people just go back to working the way they always did. Nobody has ever put it to me like that. Can you come and talk to us?" Kofi put the phone down and sat very still. He had not pitched to that woman. He hadn't described his methodology or his areas of expertise. He had told her about the worst thing he had ever got wrong, and the one idea he genuinely believes. Eight months later, she could still repeat it. Why Pitching Fails and Stories Work When you pitch yourself, you are asking a stranger to take your word for it. You're the interested party, you're describing yourself favourably, and they have no way to check. Nothing you say is false — but all of it has to be taken on trust, from someone with an obvious reason to say it. When you tell them how you think, you're not asking for anything. You're showing them the mistake you made and what it taught you, the thing you noticed that everyone else walked past, the reason you can't leave this particular problem alone. They don't have to take your word for anything. They can hear it for themselves. And there is a second thing, which matters commercially more than anything else in this piece. Nobody has ever left a meeting carrying somebody's list of strengths around in their head. But eight months later, in a room about a restructure, a woman remembered an idea — that redrawing the chart doesn't change who trusts whom — and she remembered whose idea it was. That is what a referral actually is. It is a thought of yours, travelling without you, and arriving in a room you were never in. What Kofi Started Doing Instead He stopped preparing what to say about himself, and started preparing what he actually knew. A failure. The restructure. The perfect reporting line, the two people at the top of it who had never been able to work together, the year it cost. What it taught him: he now asks about relationships before he asks about roles. Who has to agree for this to work — and do they? Structure is a story about trust. A success. The manufacturing client everyone said had a productivity problem. Kofi spent two days on the floor and found they had a decision problem: nobody below a certain level was permitted to decide anything, so everything queued. He didn't change the process. He gave people the autonomy to decide the things they already understood better than anyone above them. Output rose eleven per cent in a quarter. What it showed him about his own thinking: he doesn't look for the broken part. He looks for where things are waiting. A passion. His mother had worked in a factory for nineteen years and had been, in her own quiet estimation, invisible in it — a woman with ideas that nobody thought to ask for. She used to tell him what she would fix, if anyone asked. Nobody ever asked. That is why he does this work: not for the org chart, but for the person three levels down who already knows what's wrong. Three stories. None of them a pitch. The Conversations Changed The coffees kept happening, but they stopped being pitches. Someone would describe a problem, and instead of explaining how he could solve it, Kofi would say: "That sounds like the thing I got badly wrong in 2009 — can I tell you what it cost me?" And he'd tell it. Or someone would be sceptical about whether anything could shift a business that stuck, and he'd tell them about two days on a factory floor and the discovery that nothing was broken — everything was simply queuing. Or someone would ask why he'd left a good firm to do this alone, and he'd tell them about his mother, and the nineteen years, and the ideas nobody asked for. He was not, at any point, selling. He was being understood — which turns out to be a different thing, and a far more useful one. Within a year, his diary was full again. Not because he had learnt to pitch. Because four different people, in four different rooms he was not in, had said some version of: I know exactly who you need to talk to. How to Get Clients Without Selling: What Kofi's Story Shows Give them something they can carry. A description of how good you are can only ever be repeated by you. An idea can be repeated by anyone — and eight months later, in a room you'll never enter, it will be. Lead with the story the moment calls for. Someone stuck in a problem you once got wrong? Your failure — and it is the least self-promoting thing you can possibly say, which is exactly why it lands. Someone doubting whether anything can shift? Your success. Someone weighing whether you mean any of it? Your passion. You can't know which room you're walking into. You can walk in with all three. Be useful in the conversation itself, not afterwards. Don't save your thinking for the paid engagement. The thinking is the demonstration — and people hire the demonstration. Referrals are your thinking travelling without you. You cannot control which room your name comes up in. You can control whether there is an idea attached to it when it does. You Already Have What Sells Without Selling Yourself Twenty years held every story Kofi needed. For most of them, he had never had to think about any of this — the work came, and the work spoke. It was only when the diary thinned, and something like fear arrived, that he started doing what frightened people do: explaining why he was worth it. He had been pitching, when he should have been revealing, and the two feel completely different from the inside, and to everyone listening. Yours are there in the same way. The failure that changed how you work. The success that showed you your own thinking. The reason you do this at all. CLOSING That's today's story — How Do I Get Clients Without Selling? And if you want to go deeper, my second Professional Self-Coaching resource — Get the Client, for networking and building professional relationships — is there when you're ready. All the details and links are in the show notes, or you can find everything at www.schoolofworklife.com. Remember: A description of how good you are can only ever be repeated by you. An idea can be repeated by anyone — and eight months later, in a room you'll never enter, it will be. Thank you for listening.