A few months ago, during a coaching session with a senior leader – let’s call him Rick – from a well-known Learning & Development firm, I stumbled upon a story that perfectly captured what it means to go beyond client expectations and truly add value.
Rick’s client, a global technology powerhouse, was preparing to roll out training programs on cutting-edge tech across several countries. The ask was clear: develop high-quality content and ensure the right capability mix. Rick could’ve nodded, scoped the content, and delivered. But instead, he asked a different question:
“How do you plan to manage this rollout across geographies at scale?”
That simple yet powerful question stopped the customer in their tracks. It wasn’t about challenging the client for the sake of it – it was about helping them see around the corner. Rick highlighted something they hadn’t fully accounted for: the complexity and criticality of Program Management Services in making such an initiative successful.
The customer immediately agreed. Yes, content and capability were vital. But without a strong execution backbone – without the orchestration of timelines, geographies, stakeholders, and local nuances – the best content might still fall flat.
Rick didn’t just answer a brief. He redefined it.
So, what made this moment special?
- Rick led with insight, not just expertise. He didn’t limit himself to what the customer asked for – he anticipated what they needed.
- He changed the conversation from ‘what’ to ‘how.’ In doing so, he elevated the engagement from being a vendor transaction to a strategic advisory.
- He built trust by focusing on success outcomes, not just deliverables.
A Takeaway for All of Us
We often hear buzzwords like “value-added services” or “consultative selling.” But moments like this are what bring them to life. Clients don’t just need providers – they need partners who help them think better, plan deeper, and succeed faster.
So the next time a client shares a requirement, pause for a moment. Ask yourself:
- What are they not seeing?
- What question would make them think differently?
- Can I reframe their need into a more powerful conversation?
In a world full of experts, be the one who brings insight.
Customer-centric leadership, consultative sales approach, stakeholder alignment, program management in training, enterprise learning rollout, coaching leaders, value-based selling, insight-driven customer engagement