I bet you *think* you know what your clients want. We all do.

But it's really easy to get sidetracked by what we would want if we were in their position, or what everyone else tells us our clients should want, or what they tell us they want *on the surface*.

But do we really know what they want enough to hire us to work with them to address. Often we don't.

I've certainly made big mistakes and assumptions in this area.

One way to get to the root of what your clients want is to take what you initially think they want and keep asking yourself “why?” until you get to a real emotional issue. A real “hope or fear”.

Then find a way to validate that with them (but ask tactfully, of course).

One of my first coaching clients had a real breakthrough using this simple method.

He worked with the CEOs of the US divisions of overseas businesses that had just started up their US operations. He had always assumed his clients wanted him to help them grow their business as fast as possible.

But when he asked himself “why?” he realised that the main thing his clients wanted was risk-free growth. They didn't mind if the business could have grown faster – they wouldn't have seen much personal reward from that.

But they did mind risk. Having the venture fail would have been disastrous for their careers. So they were quite happy to have just moderate growth, as long as it came safely and securely.

Understanding that changed the whole way he marketed to and interacted with potential clients. And it paid off.

Do you *really* understand what your clients want? Beyond the obvious? Beyond what you would want if you were in their position? 

Try the simple “why?” exercise to make sure.