Be the Expert

The problem with creative people like you is that you love options. You love thinking about all the things that are possible. But here’s the problem: Your customers don’t want to know all the things that are possible. At the end of the day, they want answers. They want to know what they should do and why they should do it. Of course, when you’re buying something, you’d like to know the options that you have in front of you. I’m not saying that you’re not going to share that. However, I’ve learned that many people fail to connect with prospects and clients because they give them options and then somehow expect the client to come up with the answer. The client doesn’t know. That’s why they’re hiring you. That’s why they’re turning to you. That’s why they’ve come to you. You have the answers; they don’t.

There’s nothing more frustrating than when someone comes to you and says, “Well, you could do this, and you could do that. And we could also do this as this is something that you wanted to do. And maybe you might find this interesting.” You tell me; you’re the expert. Tell me what we should do and why we should do it. Alternatively, give me two or three possible ways to go and tell me why each one might be a good way to go. What are the pros and cons if I go in this direction? Why would I want to go in this direction? What would I get out of it? Help me understand what it is you’re talking about.

I see this with creative pitches all the time. My accountant does the exact same thing. I’m not the accountant; you’re an accountant. You tell me what to do, and I’ll do it. That’s how people think. At the end of the day, people turn to you because you’re the expert, and they want you to make it easy for them. So please start being the expert and start making it easy for them.