Transformation is usually indicative of progress or forward movement. Products and services are purchased to improve the quality of our lives. Ideas and concepts are shared to enhance surroundings. Ideas and concepts are shared to realize humankind’s quest for the “good’’. Implicit in the golden rule, “Do unto others as you would have them do unto you” is the belief that transformation can take place between one person to another or even one nation to another.
However, there seems to be an emphasis on the transaction first. Close the deal. Take care of the transaction in order that the money can be had as soon as possible. Then all will be well and in order. But wait—here is another deal to close. Too often companies and agencies seem to focus on the deal first. The products or services are to transform the lives of the people are secondary. Organizations are present to enrich standards of living.
Is your business improving the lives of people? Would clients recommend your product to others based on your relationships with them? Would you be your client? What is first with you—transformation or transaction? If the former is the priority, might not transaction readily occur?
Reflections
The client usually wants to see how your service or product benefits her. How do you address his expectations?
Recall a meeting with a client. Write down the desires of the client and how you addressed them.
What is the difference between a transformational and a transactional approach when you work with clients?
Dorothy Watson Tatem, D.Min., ACC
Senior Associate
Next Step Associates, LLC
Cassandra W. Jones, Ed.D.
CEO & President
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