From your clients’ perspective, engaging your consulting firm is an emotional decision.
The notion that “people act on emotion then justify with logic” has become clichéd. We accept it as an immutable law of human nature, like “children scream shrilly to be heard in a crowd” and “teenagers take selfies.”
But what emotions are your buyers acting on? What really drives your prospects to hire your consulting firm?
The Consulting Wheel of Want™
The Wheel of Want describes the ten emotional desires that undergird most decisions to hire your consulting firm.
Imagine the ten wants arranged like spokes on a wheel, and plot the level of your consulting prospect’s desire on each spoke. Low desire is toward the hub and high desire is out toward the rim of the wheel.
The greater the range of emotions that are compelling your client to engage your consulting firm, and the stronger those motives are, the bigger and rounder your Wheel of Want becomes.
Bigger, rounder Wheels of Want roll easily toward large projects. Small, uneven Wheels of Want take more energy to grind forward. They bump along or get stuck on the road from inquiry to closed deal.
The ten spokes on the Wheel of Want are:
The desired outcome associated with achievement, accomplishment, breakthrough and success. Triumph can also cover motives such as pride, greed and revenge.
The wish for safety, control and defense against potential threats.
The result of removing pains and threats.
A template describing how to move from where you are to where you want to be.
Includes the bolstering of courage and self-worth, as well as the yearning for confidence that current actions are justified, forward progress is possible, and future steps will succeed.
The unquenchable thirst for independence is often expressed as dissatisfaction with restraints, restrictions, and oversight.
The uplifting fascination with learning and personal growth; includes curiosity.
The desire for social contact, community, and human bonding.
The urge to right wrongs (think superheroes… or traffic cops).
Unbridled happiness, pleasure, satisfaction, and even contentment.
Stay acutely attuned to the ten emotional drivers during your discovery process with consulting prospects.
Combine direct questioning, subtle probing and careful observation to gauge the size and shape of your potential client’s Wheel of Want.
Ensure your prospect has powerful feelings fueling his desire to contract your consulting firm. That will prevent you from spinning your wheels and getting nowhere.
What has your experience been with consulting prospects acting (or not acting) on emotion?
Text and images are © 2023 David A. Fields, all rights reserved.