You Need To Know What They Want To Know

So, who are “THEY?” They are the people on the other side of the table, Whether they are a Customer or Client, an Investor, or an Employer, they all want to know the same three basics.

Are they going to benefit?

If they’re a potential customer or client, is their “bottom line” going to grow? Are you going to solve a problem they are concerned about? Is quality going to improve? Will they attract more customers? Will they retain more of the customers they have?

If they’re an Investor, are there customers for your product or service? Is the market big enough? Can you differentiate your product or service from the competition? Do you have a plan for future products or enhancements? Do you have an exit plan?

If they’re an Employer, do they see evidence that you have benefitted previous employers? Can you show results from your work and not just that you did some work? Can you provide stories about successful projects that you led or participated in?

Can you do the job?

If they’re a potential customer or client, do you have references from people they know and trust? If you don’t, are you showing that you have done this type of work for someone else and gotten impressive results? Does it sound like you know what you’re doing?

If they’re an Investor, do you have the credentials for this effort? If not, have you formed a team that provides the skills you lack? If you’re not the right person to be the CEO, do you acknowledge that? Do you have any letters of interest or commitments of any kind?

If they’re an Employer, do you have any proof that you can do the job? Do you have a resume or CV that matches their needs? Have you shown the results from your work? Do you have a portfolio with examples of successful projects for previous employers?

Can they stand you while you do it?

If they’re a potential customer or client, do you know the terminology of their industry? Do you dress and act like them? How do you respond to tough questions? Do you look and feel like someone who will relate well with  their existing team?

If they’re an Investor, how do you handle the tough questions? Do you feel like a collaborator? Are you arrogant? Do you recognize their level of technical understanding and respond to questions at a relevant level? Are you comfortable?

If they’re an Employer, how did you interact with the first people you met at the company? Have you familiarized yourself with the company and the company culture? Are you able to talk about something specific that makes this a company you want to work for?