The document emphasizes the importance of becoming irreplaceable by understanding client needs and values, suggesting that effective communication and insightful conversations are key. It advises consultants to engage in spontaneous dialogue rather than formal sales calls, actively listening to clients' concerns and goals. By identifying unmet needs and pain points, professionals can position themselves as unique resources rather than mere service providers.

1. Make Yourself
Irreplaceable
Mary Ellen Bates
BatesInfo.com
April 21, 2018

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In order to be
irreplaceable,
one must
always be
different.
Coco Chanel

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The Tale of the Chili &
Ice Cream Shop…
and my own reality check
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Write down what your
clients value the most
about you
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Reality check!
Use conversations to discover what
your clients actually
NEED
VALUE
WILL PAY YOU FOR
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Dig deeper to learn:
What they (believe they) need and value
You can’t sell if you have to educate
What they will pay you for
Don’t lower your price – raise your value!
Find clients with your size budget
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To become irreplaceable
Look for your unknown unknowns
Watch for confirmation bias
Past experience is irrelevant
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Whom to talk to
Look for loose connections
People you volunteered with
Speakers you’ve heard
Leaders in your clients’ assns
Make sure they resemble your
(expected) client base
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Whom to talk to
NOT former employers/colleagues
Talk with your best clients, too!
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Write down your three
prospective interviewees
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THIS IS NOT A SALES CALL
Don’t say “This isn’t a sales call”
You don’t know what you’re selling yet!
You will NOT be following up with a
brochure
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Live, spontaneous conversation
Not email interview or survey
Don’t send questions ahead of time
Ask follow-ups for underlying
concerns – “And why do you think
that is?”
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Zen mind, beginner’s mind
Make it conversational
Make it an exploration
Speak 25% of time; listen 75% of time
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Irreplaceability
You want to be a niche, not a
commodity
A consultant, not a service provider
Listen for what needs aren’t being
addressed
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Shepherding the conversation
Guide the conversation; don’t lead it
If it’s going well, let them ramble on
If in the weeds, ask “That’s interesting;
and why did you decide…?”
Watch for confirmation bias!
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Shepherding the conversation
Watch for chances to be surprised
What am I missing?
Therapist pro tip: “Can you tell me
more about that?”
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Think SWOT
Find their pain points – their W and T
Find their unmet goals – their O
What’s the payoff if problem is solved?
What happens if problem isn’t fixed?
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Always bring up the budget
You have to ask about price
“So, roughly, what kind of budget would
you throw at this?”
“How many zeros would a project like
this usually have?”
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A few starter questions
What has you most concerned these days?
What has surprised you most about the
industry this year?
What’s your biggest goal for this year?
What’s the biggest obstacle to meeting
that goal?
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Starter questions for existing
clients
How would you describe me to a
colleague? [H/T Jan Davis]
“We use you because _________” [H/T
Marcy Phelps]
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Write down your 2 open-
ended starter questions
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Your goals
To see the world through their eyes
To learn their price points
To become the ONLY ONE like you
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Your goals
Know what your clients
NEED
VALUE
WILL PAY YOU FOR
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Mary Ellen Bates
mbates@BatesInfo.com
+1 303 772 7095
BatesInfo.com
Reluctant—Entrepreneur.com
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