Order-Taker to Leader in Your Service-Based Business

By Alli Hill

Giving the client what they want is a sound approach to building your service-based business. But what happens when what your client says what they want isn’t what they need?

It’s a fine line I’ve struggled to tread – giving the client what they want shows you’re listening to their requests, can follow directions, and want to meet their expectations. But the same holds true when you can demonstrate a better solution, one that might not have crossed their minds but will provide a better outcome than their current ask.

That’s the hallmark of a true leader vs. an order taker. It requires you to identify what your clients really want beyond what they’re telling you. It means having their best interest in mind and speaking up on their behalf when what they are asking for doesn’t align with what they want.

Let’s look at three practical things you can do to evolve from order-taker to client leader.

1. Remove the hidden layers by asking ‘why’.

As a leader, I don’t just blindly write on topics the client comes up with. Instead, I take a leadership stance and help them connect the dots between my service and their outcomes. This helps to put my service into perspective and help them realize the value I bring to the process.

The 5 Whys methodology (or Five Hows methodology) works well here. It’s a psychological tool used to find the root cause of an action or decision. For a freelance writer, the 5 Whys might look like this:

• Why do you want me to write about this topic?

Why did you choose this keyword?

• Why do this topic and channel fit in with your goals?

• Why does more visibility relate to your goals?

• Why will this topic inspire readers to act?

What I’ve found is that clients don’t want articles and SEO; they want sales and customers. They believe articles can be a vehicle to drive sales and customers, but what they don’t always know is how that vehicle works.

That’s where I come in as a leader. I start with the client’s ultimate goal, then work backward to decide how to approach their needs.

2. Follow your own rules.

I have processes and policies in my business to keep projects on track, make sure I get paid, communicate with my team, and organize my tasks. These processes create harmony across all moving parts of my work.

If you want to be in charge of your business, you need to respect your own boundaries. If clients don’t get back to you by a deadline, don’t pay their invoices on time, or request work outside of the original scope, speak up. Don’t let things slide. It’s easier to be consistent than to try to reign things in when they’re out of control.

3. Defend your decisions.

When you make suggestions or deliver work to clients, be prepared to defend your decisions. This is your time to shine – show your clients why you can be trusted and how you have their best interests in mind, especially if you aren’t giving clients what they initially asked for.

Clients deserve to know your thought process behind your decisions. Providing them with context, examples, and reasoning helps them see potential in your ideas that they hadn’t thought of themselves.

Becoming A Leader Worth Following

Let’s face it – clients aren’t always the experts on what they need. That’s why they hire you, the expert service provider. When you can lead them to something better, you’ll have clients for life and a reputation for results.