7 Tips to Stop Procrastination

It’s funny how procrastination works. It feeds upon insecurities, negativity and frustration. Procrastination quite literally makes mountains of molehills. Would you believe I found myself procrastinating writing this very article? Sometimes writing comes easy to me, other times I am distracted by something as small as dust floating by.

I don’t think there is one person who hasn’t experienced procrastination at some point in their life. This inspired me to share a few tips I often use to stop procrastination and to start getting things done. Here they are!

Be realistic with your time

One of the biggest reasons why people procrastinate is because they underestimate the time it will take to complete a task. They lead themselves to believe it will only take an hour or two, when realistically it’s an all-day assignment. In return, this causes you to become overwhelmed by and frustrated with the task at hand. Be realistic with the time it will really take. Maybe it is a 3-day project, but knowing that will allow you to properly manage expectations and to get in the zone to get it done.

Choose a smart work environment

Another good piece of advice to stop procrastination is to pick the right work environment. This will depend upon your personality, so think about the setting where you tend to get the most, uninterrupted work done. For me, this is a calm and completely silent setting. There’s no background noise, the lights are dim and there are no other people. Did I mention I’m an introvert? This isn’t ideal for everyone. I know a lot of people who can’t work when it’s silent. They actually need background noise, bright lights and other people to drive their energy. To each their own! Learn what works for you and replicate that work environment the best you can when you need to get in the zone.

Put it on your calendar

Next, pick a specific day and time that you plan to tackle the seemingly insurmountable project and put it on your calendar. Block out time that you can dedicate solely to this task and make it a commitment. If you can treat a project like a meeting or conference call, meaning you don’t schedule something else during this time and you show up on time, you will have a far better shot at knocking it out in one fail swoop.

Start your day with the hardest task

I’ve written about “eating a frog” for breakfast, and by that I mean taking your least favorite task of the day and getting it done first. Why? First, it ensures it gets done even if nothing else does. Second, once you tackle the thing you’re looking forward to least, everything else seems easy. By starting your day with the hardest task, you’ll go on to conquer the world!

Shut out distractions

When it’s really crunch time and you need to get something done, don’t allow any distractions to interfere. For some people, this may mean burying your phone under a heap of laundry and turning off your computer’s wifi. You may even need to leave the office and head outside or to a library just to avoid phone calls and small talk. Procrastination will make everything in the world, but the task at hand, a welcome distraction, unless you make an effort to shut it out. Don’t rely on your own self-control; do what you can to eliminate even the potential for distraction.

Set mini deadlines

If you’re task is exceptionally large, you may need to set mini deadlines to make it less daunting. Section it out so that you create smaller tasks that build upon each other to get you to the finish line. This also gives you obvious breaking points so that you can step away, refresh your mind and come back with a renewed focus.

Get excited about it

Finally, change your frame of mind about the task. You’re likely procrastinating because you’re intimidated by the task or you just really don’t want to do it. Dig deep and put a positive spin on it, even if the only positive is that it will be off your shoulders. Convince yourself that you’re going to knock it out of the park. Get excited for the finished product and the sense of accomplishment you will soon feel. A little positive self-talk will go a long way toward breaking through that procrastination!

Have you fallen victim to procrastination? Share the tips you’ve used to overcome it!

 

7 Mistakes that Push Away New Business

When you’re fortunate to have new business come knocking at your door, it’s still far from a done deal. Winning over a client takes time, patience and strategy. In my industry, things always begin with an initial client phone call or an in-person meeting. This casual, first meeting is the opportunity for both parties to feel each other out. Do our visions and values align? Do we share realistic expectations for what can be accomplished with the given budget and time frame? Most importantly, is there chemistry? No, nothing romantic, just a good synergy that will help create a productive working relationship.

Even if all of these things appear to be on target, there are still quite a few ways in which I can push away this new business, if I’m not careful. While the ability to read a client and build a strong connection from the start isn’t something you can necessarily teach, there are a few obvious mistakes you should avoid when trying to win over a new client. Save yourself some future regret but taking note of the next seven items on this list!

1. Being unresponsive

The first mistake you can make is to be anything but highly responsive to your prospective client. This is the first impression you make. If they call you to learn more about your services, respond to them same day. Even if you’re not able to connect by phone, the least you can do is email them to set up a time for a future phone call or meeting. Carry this level of responsiveness into every phase of working with this client. Chronically late responses are a red flag to the client that you may not be the easiest person work with.

2. Acting like you have all the answers

In your first client meeting, don’t come in there like you have all the answers. You don’t. You’re meeting this client for the first time and you likely know little about the industry and nothing about their business (more than a website and social media can tell you). I know in my case, people call me in because there are serious internal problems taking place. This is something you can’t know simply by Googling them. Come ready to listen, take notes and ask questions.

3. Lacking examples of your insight and experiences

While you don’t want to come in acting like you know everything about the client’s particular business, you do want to walk in ready to prove your knowledge and expertise. Offer plenty of examples of past client success stories that relate to the services you may provide to this new client. Real-world examples are not only powerful, they are memorable. Additionally, be prepared to offer some examples of new ideas you have, tailored to the client’s needs. Make them feel like you’re offering fresh solutions and not something canned that you provide to every client.

4. Pushing a client toward a final decision in your first meeting

Let the first meeting be a no-pressure zone. If you do a good job selling yourself, there is no need to pressure a new client into making a final decision as to whether they want to work with you right then and there. In fact, it’s likely going to be in your favor to have them sleep on the ideas you presented and to get even more excited about them! Don’t be so desperate to close the deal that you end up closing the door on yourself.

5. Leaving the first meeting with no action plan

Just because you’re not going to pressure the new client into a final decision doesn’t mean you can’t have a clear path for the next steps you will take toward that final decision. You need to leave the meeting with an action plan in place. If possible, leave with the ball in your court. That means it’s on you to get the client a proposal or follow-up with additional information to help them make a decision. This gives you the power to reach out to them on your terms, rather than waiting to hear back from the client.

6. Not following-up

This loops back to mistake number one and the need to be responsive. Just as it’s important to be responsive, it’s equally important to initiate a response. Give the client some space after your first meeting and after you’ve provided them with a proposal and an outline of next steps. Then, about one week later (or if they specified how much time they need), follow-up! Keep it short and sincere. Ask them if they have any additional questions you can answer. Or if a new idea has come to you, share that with them – along with your enthusiasm for working with them soon. These techniques enable you to stay in touch without nagging them.

7. Charging a new client for your business development time

Another mistake that pushes away new business is charging for things like your first consultation meeting, putting together a proposal or any other initial communications. If you’re properly vetting your leads, you should be closing just about every new client meeting you take. Your time spent in business development stands to yield far more profit in the long-run than the couple hundred dollars you may make charging your client for every interaction. Furthermore, the practice of nickel and diming a client is sure to make them question your business practices and possibly scare them off altogether. Do your homework, qualify your leads and then invest that initial time at no cost, knowing you have a great shot at making it back ten-fold!

Have you made any of these same mistakes and found that it pushed away new business? Or can you think of something else that is missing from this list? Share your ideas by leaving a comment below!

 

8 Reasons Why We Never Have Enough Free Time

The first Monday of each month, I dust off a favorite post from the Bennis Inc Blog archives and give you another chance to enjoy the wit and wisdom that’s been shared. Enjoy this month’s treasure – and if it inspires you – be sure to share it with family and friends!

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Think of the last time you went a whole day without doing something that could be considered work. Whether this is catching up on emails over the weekend, working ahead on a project after the kids have gone to sleep or spending what should be leisure time overexerting yourself cleaning the house, tending to the garden or sorting out a closet.

If you’re lucky to have recently enjoyed a fully unplugged vacation, you are in the rare minority of people who can actually recall a day in which they have not worked. What’s worse is that most of this “work” is self-imposed when really leisure time would totally be acceptable. We are creatures of habit and work has become a habitual part of our daily routine that gives us comfort and security.

As Americans, our growing addiction to using every ounce of our day doing something productive has greatly impacted the way we view and distribute our free time. We are now wired to always feel like free time is this luxury we can never afford when really it’s surrounding us all the time. We simply cannot break out of our habit of busyness to enjoy it.

After some deep reflection on the way I personally view and use my own free time, I want to share with you 8 reasons why I believe we feel we never have enough free time (even when we do). Take a look…

We quite literally see time as money.

Back in the 18^th century, the clock was first used to synchronize labor. Ever since then, our society has grown an increasingly strong correlation between time and money. We are paid by the hour, bill by the hour and even if we’re salaried or paid on a per project basis, we still know approximately how many hours we’re working and how that breaks down into dollars.

In our minds, time is money. This is why we worry more and more about spending, saving and profiting from time.

Busyness is a badge of honor.

Centuries ago, only the wealthy were afforded the luxury of free time. Now we no longer see free time as a luxury, but as a sign that we’re not working to our full potential or that we are not needed. Think of the typical office environment. The people who are deemed dedicated and successful are often the first to arrive in the office and the last one to leave for the day. Sometimes it even becomes of competition over who is willing to skip lunch, forgo bathroom breaks and steer clear of water cooler talk just to appear the busiest.

Our society now sees the busy person as the more valuable person. Clearly they must be more talented and in higher demand if they have nonstop work to do, right? With busyness as the new indicator of success, free time makes us question our self-worth.

The more we feel our time is worth, the stingier we become with how we spend it.

As we continue to link the relationship between time and money, here is one more reason why we never feel like we have enough free time. It’s because we overvalue what our time is worth. We keep moving the target for how much we should earn per hour, always striving for more. Because for many of us, this amount will never be enough, we struggle to find any leisure activity that is worth the opportunity cost of not working (thus not earning money) for this amount of time.

The thought of “wasting time” is causes more anxiety and stress than we realize.

And because we see time as money, it now has a real value to us. Anything that is valuable seems scarcer, therefore we see time as this resource we cannot afford to waste. When we have free time, our habitual minds tell us to use it to do something productive or something that will earn more money.

We feel comfortable and secure when we are spending time working. It’s what we know and what we ultimately crave. If someone were to take away your means to be productive for a day (cell phone, computer, tablet and internet connection), how anxious and stressed would you feel? See how long it takes people to realize the internet isn’t working in a coffee shop and you’ll see this scenario play out before your eyes. You would think the oxygen had been “turned off.”

Choices raise the opportunity cost of leisure time.

There are so many ways we can spend our free time and this often results in the paralyzing inability to spend it at all. We struggle to narrow down our options and stress over the opportunity cost of picking one thing over another. Simply put, we overthink how we spend our free time and then default to the easy and familiar option of work.

We can earn more money, but we can never earn more time.

One of the biggest traps we fall into is deferring our happiness for this mythical moment in the future in which we will finally enjoy the fruits of our labor. The reality is, we will always keep pushing this goal further and further away with the promise that the end result will be even bigger and better if only we work a bit harder for a while longer.

As we work hard to earn more money to one day afford a life of leisure and happiness, we are using up prime hours that could make us very happy right now. The bottom line is that we can earn more money, but we can never earn more time.

Instant gratification breeds impatience.

Yet another reason why we can’t seem to enjoy free time is because technology has us so high strung. We want instant access and gratification for everything we do. Leisure activities become stressful when we feel like we are being inefficient with our time – which is the whole point.

I know I personally feel annoyed or panicked when I try to stream a movie and the internet is slow. I get impatient and usually check emails or answer texts while I wait. Or think about spending a day at an amusement park. Not only does it cost a lot of money, it also requires a lot of time to wait in line, sometimes several hours for a single ride. For these reasons, many would agree that a trip to an amusement park feels anything but leisurely.

We are surrounded by constant reminders that our work is never done.

Even if we dare to take a break and use some of precious time to do something that is unrelated to work, we can never fully escape. Our phones, computers and tablets seem to always be within reach. Our deeply rooted habits tell us we should be refreshing our emails or answering any call that comes in “just in case it’s an emergency” (though it rarely ever is).

One of the biggest reasons why we don’t feel like we have enough free time is because we never actually experience being completely disconnected to the point we couldn’t answer a work email even if we really wanted to. If you haven’t taken a vacation somewhere where internet simply isn’t an option, I urge you to do so this year (think tropical island, secluded cabin, etc). Shutting off your phone and stowing it away for a few days is one of the best things you will ever do to find true relaxation and redefine your self-worth beyond your hourly billing rate.

Do you share in some of these reasons why we never seem to have enough free time? Do you have others to add to the list? Share your thoughts by commenting below!

 

Book Smart vs. Street Smart: What I’ve Learned about PR Outside the Classroom

While I was earning my degrees in public relations and communication from Penn State University, I was already putting these skills into practice for some of my first clients. It’s amazing to look back and realize that real businesses put their trust in a young student who had really just “book smart” PR skills, and little to no real-life application. What’s even more amazing, is some of these very first clients continue to work with me to this day.

Now, I have matched and well exceed the length of that college education with “street smart” PR experience. Over the last six years, I continue to place a high value on forever educating myself on the latest trends and techniques in the public relations field. This just happens to come in a different form than a brick-and-mortar classroom. From networking groups and industry associations, to simply staying up to date on the news, it takes dedication and a hunger to learn, not just degrees upon degrees, to fine tune your PR skills.

Here are the key public relations skills I’ve gained since leaving the classroom and entering the real world, and I would consider all of these to be critical to the success of my PR consulting business!

Prospecting and Qualifying Clients

Early in my business, I would take on pretty much any client who came my way. I kind of had to. I have no idea how to prospect or qualify these contacts to ensure they would be a good fit for my business. This wasn’t something I was taught in my PR classes. I learned how to develop goals and tactics for clients, once I had them, but I wasn’t taught the important early steps like first matching a client’s needs with my services.

I’ve become very “street smart” with qualifying leads. I don’t immediately commit to a meeting or even a phone call until I’ve done a bit of homework and asked some essential questions. This has saved me a lot of billable work hours, and has afforded me a few more afternoon naps.

Growing Long-Term Relationships

Another valuable skill not found in textbooks is the ability to turn one-time projects into quarterly or annual retainers. This has become my bread and butter. Just about every single client that has started off with a small or finite project (website content, monthly blogs, media training session) has come back to then sign on with an ongoing contract worth sometimes 10x more per month than that first contract. The key to setting yourself up for residual business with a client is handling that initial project, no matter how small, with the same passion and dedication you would handle your biggest annual retainer. Often a client is testing you to see if you’re a good fit for a long-term relationship. Don’t fail this test!

Effectively Managing Payments

In the first half of 2017 alone, I’ve billed 25+ clients, many on a monthly or quarterly basis. That’s a lot of invoices to manage! My (oddly reluctant) switch to using QuickBooks couldn’t have come at a better time. Rather than relying on a spreadsheet, or worse, a post-it note on my computer, I diligently log everything into QuickBooks. Invoicing is still a process I must make time to do, but it’s a much more streamlined one. I can see what clients owe me money at any time and how many days has passed since issuing the invoice. My husband jokes I could be a bounty hunter in my next life. And to my tax attorney, you’re welcome in advance!

Monetizing “Scope Creep”

This skill ties back to “growing long-term relationships.” It’s a good thing my clients often come to me for more work! However, it can go south when these clients don’t realize the additional work requires additional time and needs to be billed as such. Fresh out of college, I lacked the business savvy to monetize the “scope creep” of a project. I would bill it as “good will” and do the work without earning an extra cent. I still believe in some good will favors, but I only have a certain amount of good will to pour into any given client.

Rather, I am quick to show my interest in taking on this additional work for a client and let them know upfront that I would be happy to give them a proposal for that additional work. This softly reminds them that the work they’re asking to have completed is outside their current contact. I can do it, but for a fee. I have not once had a bad reaction. Clients often respond “Oh of course, I want to pay you for your additional work.” I’m so glad I’m not still losing money on all that good will I was throwing around!

Knowing When to Let Go

Knowing when to cut ties with a client that is no longer a good fit for your business was never covered in any of my PR textbooks, that’s for sure! This is a skill I am still learning along that way, and unfortunately it still remains a pretty steep learning curve. Because of my ability to prospect and qualify clients, I have reduced the need to let a client go, but it has and still will happen from time to time.

What I’ve learned is, make it about you, not them. Don’t focus on their shortcomings, as tempting as it may be, but rather focus on why your business isn’t in a position to best serve them. Be upfront, keep it short and do it early! Those are my pearls of wisdom.

Having Confidence in a Unique Vision

Lastly, the ability to believe in yourself and not compare your journey against someone else’s is something I 100% had to learn outside of the classroom. This applies to both business and life. I am passionate about being a PR consultant. I don’t want a big firm with lots of employees and overhead. I want the complete freedom and flexibility to take on all of my own clients, team up with power partners when I need it, or run a completely lean operation when I don’t. I want to take unlimited vacation days and hit the gym at 2 in the afternoon, if I want!

I like that no client or colleague owns my time completely. I have a unique business model to which many cannot relate. It’s taken time for me to confidently say “I’m a professional public relations consultant” without feeling the need to hide behind a fictitious and irrelevant title like “CEO” or “Principal” to make it sound like a run a big firm. After all, I advocate for my clients to be transparent and genuine; it’s important I am too.

In your career, how would you compare your book smarts to your street smarts? Which do you value more? Share your thoughts by leaving a comment!

 

Getting Paid to Make Decisions

The other night I was sharing a few of the day’s successes with my husband when he pointed out a theme I never considered with my public relations consulting work. My clients value my ability to make educated and decisive decisions for them.

All this time I thought I was in the business of providing public relations and communications strategies (and I am), but the real success of these strategies is hinged upon being decisive. Essentially, I get paid to make decisions.

Maybe you can relate. In your career, do people look to you to take the lead on a project, trusting you to make the decisions needed to keep things moving? Do people often seek your advice or want to pick your brain on an issue? If so, you’re also getting paid to make decisions. Here are some key things to keep in mind while sharpening your critical decision making skills.

A Clear Yes or No

I’ve said before that a “no” is as good as a “yes” and I still stand behind this philosophy. I have been highly decisive all my life, often at the dismay of my parents. I crave a clear cut answer so I know how to move forward with a project. Action items that hang in limbo due to an unclear answer make me anxious.

So, when working toward being an effective decision maker, you not only need to provide your own clear answers, you need to pry them out of other people. Make it easy. Present options as yes or no scenarios and be clear that a single word decision is all you need. Give a deadline for the decision and follow-up, as much as it takes, to get that yes or no.

Expertise to Back the Decision

When I tell my clients either yes we should, or no we shouldn’t implement a strategy, I am quick to provide my rationale. In the instance I say no, I want to be clear that it’s not due to a lack of interest or resources, it’s a sound decision for the business. When I say yes, I want them to know I support the idea and am not just agreeing to please them. Especially when providing quick answers, show that you still put time and thought into your response by backing it with expertise and examples.

Openness to Other Options

I said I get paid to make decisions for my clients, but I didn’t say they were required to listen. I appreciate clients who push back because they feel strongly about another option. An educational discussion is enlightening for everyone involved. It builds trust and shows your relationship has reached the level where you’re comfortable speaking your mind. When a client has an alternative view on a decision, I’m often happy to accommodate their wishes, so long as it aligns with their mission and our prioritized goals.

Which brings me to….

Giving Clients What They Need

I’ve often seen clients (and really any business) get side tracked from time to time with the next shiny object which is what they want and not necessarily what they need. You know, these are the people who think every sales email they receive is the next best marketing opportunity. It takes time to fully explore these options for a client to see if it’s viable, but the result is my ability to offer sound advice that conserves the client’s time and resources.

Sometimes you need to be the parent who says “no, don’t waste your money on that” and you don’t always get a favorable response. However, I have found long-term that these clients are always appreciative and come back time and time again to pay me to make smart decisions.

Do you find that you’re in a role where quick and clear decision making is critical? Share how you provide this value to your customers by leaving a comment below!

 

Low Cost and No Cost Business Tools Every Entrepreneur Should Use

When I first began my Public Relations Consulting Business, now nearly six years ago, I had to find every possible low cost or no cost tool to grow my business with minimal overhead. Still to this day, I find myself continuing to use many of these same tools not just because they are cost-effective, but because they work. Take a look at the top 10 tools I recommend for every entrepreneur.

Email Management

Gmail – I’ve been with Gmail from the inception of my business. Though my email is @bennisinc.com, I can login just as I would for an @gmail.com account. It’s familiar, it’s user-friendly and it’s free – or about $2 per month, depending upon your plan. Through some of my clients, I’ve had the experience of using Outlook and have found no added benefit that Gmail doesn’t match and then blow out of the water. Need I say more about Gmail’s awesomeness?

Email Marketing

Mail Chimp – Mail Chimp has won my heart for several reasons. First, I appreciate that it keeps things simple and user friendly. If I want to send out a quick press release for a client, I can easily brand a template and have this sent within minutes. I have also seen unique and intricate templates created by my fellow designers that make a Mail Chimp email look just like some of those more “expensive guys’.”

Speaking of, I have experience using Constant Contact, Emma, MadMimi and more. I find these platforms to be far more fussy and expensive. If your contact list is less than 2,000 people and you send less than 12,000 emails per month, Mail Chimp is completely free!

Scheduling

Doodle – If you can relate to the scenario of countless “reply-all” emails with dates and times being thrown about trying to schedule a group conference call, then you need to get acquainted with Doodle. I have to schedule anywhere from 4 to 10 conference calls per month, often with ten or more people each. Doodle has been a huge time saver. I simply select a variety of dates and times that (foremost) suit my schedule, then all participants select the dates and times that also work for them. Doodle shows you what option works for the most people, so making a decision is easy!

Business Phone

Google Voice – I have never paid a dime for a dedicated business phone number and voicemail – it’s Google Voice makes this possible. My cell phone is an 814 area code, but I now operate in the 717 area code. In an effort to accurately portray my business as local, I selected a 717 business phone number via Google Voice and linked it directly to my cell phone. This means when someone calls my business line, I see “Google Voice” appear on my phone and know to answer it as a business call. My favorite feature is that I can record an alternate voice mail that people hear when they call this line, so they aren’t greeted with my personal voice mail. You can even record a specific voice mail for one specific person, if you really want to give a personal touch!

Conference Calls

FreeConferenceCall.com – The name sounds a little shady, but this service has never done me wrong. You simply create a free account and they assign you a unique conference number to use again and again and again. If you want to pay a little more, you can add on any number of features, but for me, all I wanted was a dedicated, reliable conference line for free.

Invoicing

Intuit QuickBooks’ Invoicing Software – I’m slightly embarrassed to admit that I managed my growing PR consulting business completely with invoices I created in Word for the first five years. Starting in 2017, I was finally introduced to Intuit QuickBooks thanks to a client. From my first use, I was hooked.

This year alone, I am currently managing 22 active client accounts, and growing. Without QuickBooks, invoicing would be a nightmare. I can see who owes what, what’s overdue and easily compile a report to see any imaginable metric of my business finances. I’m trying not to kick myself too hard for not implementing QuickBooks sooner, but really it’s a shame how unnecessarily painful I made compiling tax information for my business. Lesson learned.

Productivity

Boomerang (for Gmail) – Boomerang is my spirit animal. It allows you to draft and schedule email messages to go out at a specific date and time in the future. This allows me to schedule meeting reminders, follow-up emails or send out a proposal several days from now when it would hit my client at a better time. I can take care of the task while it’s on my mind and not have it sit in my draft box. Boomerang is like my personal assistant that takes care of the rest! This service is free for up to 10 messages per month, which suits me just fine. For a little more money you can unlock their entire suite of features. If you feel like you’re always forgetting to send out or follow-up on emails, definitely check this one out!

Social Media Management

Hootsuite – I’ve explored several different types of social media management platforms and my loyalty remains with Hootsuite. I pay just about $10 per month and I’m able to accommodate the management of all of my clients’ social media accounts. The feature that sold me is the ability to schedule social media posts in advance. I still get real-time notifications if anyone likes, comments or shares a post so I can immediately react, but the day-to-day logging into each account and posting is eliminated. This gives me back at least an hour of my day, every day!

File Storage and Organization

DropBox – I might have one or two physical file folders with paperwork, everything else is in my DropBox – and that’s 6 years’ worth of storage! DropBox makes it easy for me to share entire folders with a client, graphic designer or anyone else who may need access to these items. I also gain peace of mind knowing I can access these same files from my phone or any other computer via DropBox.com. So should anything tragic happen to my laptop, I still have all of my client files at my fingertips.

Collaboration

G Suite – We started by talking about Google as a no cost or low cost resource to entrepreneurs, so let’s end by talking about it some more. G Suite, specifically Google Docs and Google Sheets, is a great tool for collaboration. Multiple people can edit a document in real-time, eliminating the back and forth with multiple versions of the same document and not knowing which is the most up to date. In short, G Suite is a simple and free collaboration tool that most everyone is comfortable using – a huge selling point especially when working with clients who aren’t tech-savvy.

What are some of your favorite low cost or no cost business tools? Share the technologies that have helped you to grow!

 

How to Give Customers What They Need, Not What They Want

The first Monday of each month, I dust off a favorite post from the Bennis Inc Blog archives and give you another chance to enjoy the wit and wisdom that’s been shared. Enjoy this month’s treasure – and if it inspires you – be sure to share it with family and friends!

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Whether you refer to them as clients, customers or accounts, your experience working with any of these groups has likely presented you with the tough decision to either give a business what they want or to give them what they really need.

If you are lucky, these two areas overlap and you look like a hero as you deliver favorable results to your smiling clients. All is right in the world!

But sooner or later, after enough years in the business and after working with enough people, you will find yourself stuck between a rock and a hard place as you deal with clients who bring you ideas that you know are not going to help them achieve their goals.

Henry Ford alludes to this conflict in his quote, “If I had asked my customers what they wanted, they would have said a faster horse.” Often, customers are too close to their own business to see the bigger picture of what it really needs to get to the next level. They will ask for a bandage to fix a gaping wound, when really the underlying problem – and its solution – is much deeper.

So how do you gracefully persuade customers to accept your recommendations for what they need when this differs from what they want? Let’s take a look at five steps that will get you headed in the right direction.

Be kind, but honest when sharing your opinion and expertise

There is never a need to be rude or condescending when informing clients that you do not believe their ideas will achieve the results they desire. Remember, they have sought out your expertise because they want your input. Strive to build a relationship based upon kindness and honesty so that you are able to openly share your opinion and they are well received by your clients. The more your clients trust you and the more your track record of advice has panned out in their favor, the more likely they are to listen to your recommendations in the future.

Offer real examples backing up why something may not be in their best interest

Some clients will want to see proof as to why their idea is not good for their business. Do your research and offer real examples or statistics of other businesses that have used a similar idea or strategy only to have it yield less than desirable results. Another method is to back up your own ideas with research and examples. Don’t just tell your clients, show them why you and many others have found your idea to be of greater benefit.

Give them (only good) options from which they may choose

Give your clients a sense of control and involvement by presenting them with options from which they may choose. The key is to give them only options that will help achieve the same overarching goal. By controlling the options presented, you can help steer your clients toward only good decisions, whether they know it or not.

Get them excited about these options!

Your clients may come to you with a “bad” idea because another business did it (likely in a different industry, with different goals and a different budget) and it looked cool so now they want to do it too. They’re excited about it and for that reason alone it’s attractive. Use this “shiny object syndrome” to your benefit by turning your “better” options into other, shinier objects that catch their eye. Your excitement for these options will get them excited as well. Best of all, they should love that these ideas are new and different from what another business has already done. They will get to be among the first!

Offer praise and encouragement (even if it was your idea)

Finally, step off your soapbox, get down from your high horse and take a back seat to receiving the glory when your ideas deliver the results you’ve promised to your clients. All the credit you could want will make its way to you in the form of a nice paycheck. Until then, be a cheerleader for your client and offer praise and encouragement for their smart decisions that have helped them to achieve their goal.

How have you had to delicately steer your customers toward what they need, and not just what they want? Share your personal experience by commenting below!