When someone else lands a project you hoped for, it’s easy to think it was about price, connections, or skill. Often, it comes down to something simpler: clarity.
Clients typically choose the option they understand the best, where most of their assumptions about value get covered by delivered value. And the reason that this is not synonymous with “best option” is that more often then not, their expectations are entirely out of whack.
It doesn’t matter if they are confused, tired, overwhelmed, or simply short-sighted and uninformed, they tend to miss a whole heap of value that was a part of your delivery but they didn’t expect it.
So while it’s not true that investing time in enabling the client to expect more of you makes your work better, it certainly does make the client more likely to choose you.
Of course, it’s not the same thing, but in a world of tight budgets and unpredictable revenue streams, I’d classify it as the same difference.
So let’s put it this way:
– Most people understand stories that simplify better than they understand data that shows off the complexity
– The result of expertise must be understandable to seem valuable
– Clients pay for what seems valuable to them
Showcasing your skills can be good for sales. Working on your ability to make your value understood is even better. So start today—clarify your message, test it, and go win that next client.