To Persuade, Timing Matters

There’s a great feeling as a coach to work with a client who is enthusiastic and hungry for knowledge. What makes them a pleasure is their desire and commitment to experiment.

Recently, I worked with a client preparing to present a highly lucrative idea to a group of prospective clients. The concept was strong. It positioned her company as a true solution provider and had the potential to create immediate interest.

The challenge wasn’t the idea itself. It was when she planned to introduce it. I quickly realized her timing was off.

Too often, when we have a compelling story or a breakthrough solution, we rush to share it. We assume the strength of the idea alone will create persuasion. In reality, great communication is rarely about leading with your answer. It’s about first understanding the client’s problem.

Before presenting the solution, I encouraged her to slow down and focus on uncovering the prospective clients’ goals, frustrations, and concerns. Not surface-level concerns but their fears…real fears. What’s at risk if they don’t solve the issue? What pressure are they under? What outcomes are they accountable for?

Strategic listening creates the context that gives your solution meaning. If you worked with me (or are a regular reader of my blog), you know I always recommend listening first, selling second. That was the case here.

Once the client fully articulates the challenge, you stay there for a moment. You size the pain. You understand the commercial impact, the internal pressure, and what success or failure means to them personally and professionally.

Only then do you introduce the idea.

The conversation becomes far more powerful because the client now experiences your recommendation as a solution to their problem, not simply a presentation of your expertise.

It sounds something like this:

“Thank you for this understanding of how mission-critical achieving your goals is, as well as what has been frustrating you.”

That’s the moment to present the “home run” idea.

Then guide the conversation toward the next step by tailoring the solution to their business and asking:

“Can you see this approach making the kind of difference you’re looking for?”

By controlling the timing of your enthusiasm, you increase the impact of your message and position yourself as someone focused on solving the client’s problem — not simply showcasing your capabilities.

The result for this client was exceptional. Not because the idea changed, but because the timing did.