Before any business is done you and your potential customer each have a story playing in your head.

There is the worldview you each have before the transaction takes place and the outcome you hope will eventuate afterwards. The outcome that you want and the one that the customer is hoping for may be two totally different things.

The closer you get to aligning your goals—to closing the gap between your desired outcome and the customer’s, the greater the chance you have of succeeding.

Three questions for you then:

1. What’s your potential customer’s ‘before’ story?
2. What’s the ‘after’ she is hoping for?
3. Can you deliver on her desired outcome?

It’s worth spending some time to work this out before you try to enrol her..

Image by Chris Brown.

*Thanks to Seth for the nudge on this one.*