Because we spend lots of time thinking about our field of expertise – be that sales, leadership, supply chain or whatever – it's easy to assume that our clients have the same level of awareness as us.

And if we've got experience working with a major corporate who knew that coaching (or whatever your particular way of working is) was an incredibly effective way of improving the performance of their managers, it's easy to assume that all our potential clients know that too.

But it's always a huge and costly mistake to assume you know what your clients want.

No matter how much you can see that the issue behind all your client's problems is the way they lead their team, don't assume they see it too. Probably what they see is simply that their organisation or team just doesn't achieve what they want them to achieve.

No matter how much you know that the real problem with a lack of sales is the client's “marketing funnel” not the skills of their salespeople, don't assume your potential client sees that too.

No matter how much you know that coaching (or training or consulting or an online program) is the perfect way of helping them, don't assume they see that too.

Always start from where the client is.

If the issue they see is low sales, don't jump straight to your solution for improving sales, assuming they know it's the best answer. Start with the problem itself then show them why your solution is the best for them.

If they've never hired a coach or consultant before, don't assume they know the value of using one. Start by talking about the results they'll see, then show them how they can best get that through coaching.

Always start with the problem the client sees. Not what you think it is or the solution you know will work. Get on the same page as your potential client before leading them to the right answer.

Because assuming they know what their problem really is and what the right solution is will kill your sales.