Using the Seven Elements as a Diagnostic Tool
In How Clients Buy, Tom McMakin and Doug Fletcher present seven elements that must be present before a prospect will be ready to buy a professional service. They must
- be aware of you
- understand what you do
- be interested in your services
- respect your work
- deem you worthy of their trust
- have the ability to make a decision, and
- be ready—the timing must be right.
Like the essential ingredients for making bread, Tom asserts these Seven Elements represent a mutually exclusive and collectively exhaustive (“MECE”). Consequently, they constitute a list of essential ingredients for business development success. Using the Seven Elements, you can conduct a self-assessment at the firm, practice, or personal level to gauge your relative strengths and weaknesses.
The Seven Elements Assessment
Take this self-assessment to identify your relative strengths and weaknesses and benchmark your results against peer firms. Complete the survey, and we’ll send you two free copies of How Clients Buy.
- Unlike the children of Lake Wobegon, not all professional services firms are above average across all Seven Elements. Be honest with yourself.
- Focus on your weaknesses. I know, it’s hard—most of us would rather double-down on our demonstrated strengths.