Naked Service ModelAt its core, naked service boils down to theability of a service provider to be vulnerable – to embrace uncommon levels ofhumility, selflessness, and transparency for the good of a client.
Most of us spend our lives trying to avoidawkward and painful situations, which is why it is no surprise that we are susceptible to thethree fears that prevent us from building loyalty with our clients. Those three fears are…
#1 FEAR OF LOSING THE BUSINESS• Hurts our ability to keep and increase business, because it causes us to avoid doing the difficult things that engender great loyalty and trust with the people we are trying to serve.• Clients can smell fear and are repelled by it. They are attracted to a service provider who will be honest and direct with them, even if it might jeopardize the relationship.
#2 FEAR OF BEING EMBARRASSED• This fear is rooted in pride and is ultimately about avoiding the appearance of ignorance, wanting to be seen instead and smart or competent.• Naked service providers are so concerned about helping a client that they are willing to ask questions and make suggestions even if those questions and suggestions could turn out to be laughably wrong.
#3 FEAR OF FEELING INFERIORLike the previous fear, this one has its roots inego, but there is an important difference betweenthe two.• Fear of feeling inferior is not about our intellectual pride, but rather about preserving our sense of importance and social standing relative to a client.• Naked service providers not only overcome their need to feel important in the eyes of their clients, but also purposefully put themselves in a lower position.
Shedding the fears:Fear of losing the Business…• Always consult instead of sell. – Turn sales situation into an opportunity to demonstrate the value of what you do. – They will start to see themselves as your client before they formally decide to become one.• Give away the business. (2 applications) – (going w/ the idea… consult, not sell) By demonstrating generosity and trust, you drastically increase the likelihood of making them a client, and prove you can help them. – (?) Always err on the side of the client when it comes to fees. Show you are more focused on helping them than you are in maximizing your short-term revenue.
Shedding the fears:Fear of losing the Business…• Tell the kind truth. – Naked service providers confront a client w/ a difficult message, even when the client might not like hearing it. – If you aren’t willing to tell your client the truth, why should they pay you?
Shedding the fears:Fear of losing the Business…• Enter the danger – Meaning, having the courage to fearlessly deal with an issue that everyone else is afraid to address. • Clients will see you as having courage and integrity, and then those dangerous situations become an opportunity for adding value and building trust. – Naked service providers don’t shy away from uncomfortable situations; they step right into the middle of them. • Concept taken from improv… instead of avoiding playing off of a bizarre comment or behavior, they engage in those wacky situations.
Shedding the fears:Fear of being embarrassed…• Ask dumb questions. – NSP ask dumb questions that others in the room are afraid to ask out of fear that they would embarrass themselves. – (?) if you ask 5 questions, 3 of them could be considered dumb but there is potential to benefit from the other two questions.
Shedding the fears:Fear of being embarrassed…• Make dumb suggestions – Go beyond merely asking “dumb” questions, make suggestions that you aren’t sure of, knowing that you are you putting yourself in a position to be more embarrassed – Client will remember that one great idea more than the not-so-great ones. – You don’t want you client to feel that you are holding back any ideas out of fear of being humiliated, then they are being cheated - they expect that some of your suggestions will be less informed than theirs.
Shedding the fears:Fear of being embarrassed…• Celebrate your mistakes – Rather than attemping to hide or downplay your errors, readily call them out and take responsibility for them. – Though it may seem counterintuitive, it actually increases the client’s level of trust and loyalty. They don’t expect perfection, but they do expect honesty and transparency.
Shedding the fears:Fear of feeling inferior…• Take a bullet for the client – Often misunderstood – does not mean enabling them to do the wrong thing by taking the blame for them, its about being humble and taking some of the burden off of a client in a difficult situation. – Accept responsibility for something that may or may not be your fault
Shedding the fears:Fear of feeling inferior…• Make everything about your client – Throw your full attention to the world of your client, try not to shift to attention to you or your level of experience/knowledge. Make it clear that your focus is on understanding, honoring and supporting the business of the client. – Downplay your own accomplishments allowing clients to discover them for themselves.
Shedding the fears:Fear of feeling inferior…• Honor the clients work – (a lot like previous one but its bigger than that) Honor your client be taking an active interest in their business and appreciating the importance of that business to the client and their customers. – THIS CAN’T BE FAKED!! – Raises the question…. What if a potential client is involved in a business we don’t respect – Good indication you should not do work for them.
Shedding the fears:Fear of feeling inferior…• Do the dirty work – Be willing to take on whatever a client needs you to within the context of your services. • It may not be exciting, and you may be perceived as lower than that the client or how you’d like to be percieved, but because you are humble and more concerned about your client than yourself you do what they need. • You will earn their loyalty and gratitude
General principal…• Admit your weakness and limitation – We all have weaknesses, if you try to cover you will end up putting yourself in a situation of having to do more of what you arent good at. – Don’t try and be something you’re not, its exhausting and keeps you from doing your best.