Ever had a great meeting with a prospect… only to be met with silence when you send the proposal?

Here’s the likely reason: they didn’t see how your solution solves their specific problem.

Not because you lack expertise. But because we often skip a crucial step — understanding them deeply enough before offering a solution.

The Mistake: Rushing to Solve

When someone shares a challenge, it’s tempting to jump in with ideas, especially if you’ve seen it all before. But doing so can backfire.

It’s like a doctor handing you a prescription before hearing your symptoms. Even if it’s the right medication, would you trust it?

Your prospect feels the same when you offer solutions too soon — it becomes your solution, not their solution.

The Fix: Collaborate on the Cure

To gain real commitment, your client needs to feel personal ownership of the solution. That requires three simple but powerful steps:

1. Clarify and Probe Deeper

Don’t just listen for surface-level problems. Ask:
“Why do you think this area is a challenge?”
Then pause. Let them talk. Really listen.

• Confirm Your Understanding

Reflect back what you’ve heard.
“So what I’m hearing is… does that sound accurate?”
This builds trust. It shows you care enough to get it right.

• Explore What They’ve Tried

Find out what’s been done already.

“What have you tried so far?”
“Why do you think that didn’t solve it?”

Now you can transition to brainstorming ideas together. Try:

“Would it help if you could…?”
“May I suggest something that’s worked for others in a similar spot?”

This co-creation process builds emotional buy-in. They don’t just agree with the solution — they believe in it.

Your Proposal: A Simple Summary

By now, your proposal is just a written summary of the conversation:

• The objectives you agreed

• How you’ll measure success

• The value of solving the problem

And here’s the kicker: offer 2–3 options.
Different scopes, speeds, or support levels.This shifts the decision from “Should we work with you?” to “How will we work with you?”

I first came across this approach to proposals attending Alan Weiss’s Consulting College and brilliant book “Value-Based Fees.” If you’re serious about mastering value-driven consulting and sales, it’s well worth a read.

Next Step: Try It.

In your next meeting, hold back on solutions. Focus on understanding. Build trust. Collaborate.

You’ll be amazed how much easier it is to gain commitment to move forward when the client feels the solution is theirs.

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