Last weeks Asentiv coaching session was focused on our clients Emotionally Charged Connection (ECC). This is what non Asentiv clients might call a persons “why”. During the session a client made an observation when she said she didn’t think anyone really cared why she does what she does, just in the outcome it makes for them. She was only partly correct. A client is obviously interested in the outcome you can provide for them. However its important to understand who your why really matters to and why it really matters to them.
Before we go any further i’d like to explain the difference between someones “why’ and their ECC. An ECC comes before a why as it is the understanding on a deeper personal level of what drives you to behave in a certain way. An ECC is the story behind the why, it is the event or events in a persons life that emotionally attaches them to why they do what they do.
Here are a couple of examples of my favourite ECC stories.
Fending For Yourself
I had a client who was passionate about supporting people in supervisory and middle management roles. It was important to my client that new leaders could manage the transition from being part of the team in their work place to leading these teams. It was so important for her that she trained, educated and supported these new leaders with the technical leadership skills required to do their role effectively. She was however, committed to make sure they could manage this change emotionally and that they were recognised for their efforts.
This emotional support and recognition was important for her because as a fourteen year old she was left at home for a week to look after her two younger siblings after her mum told her she would be away for a week.
It was only when her mum returned from hospital a week later with a new younger sister that she knew why she had gone away. On her return her mum carried on as if nothing happened and she got no thanks, recognition, or appreciation of what she had done for the family.
The Power Of Story Telling
I had another client for whom money was tight when they were growing up. They never got many toys to play with or many days out or holidays. Their big treat consisted of trips to the cinema three or four times a year to see a movie. Because of this he and his brother used to play for hours on end. They used their imagination to recreate their own versions of stories they had seen in the cinema. This play led to a great bond between him and his brother. It also help him gain a love and a deeper level of understanding of what makes a great story and how to engage clients through story telling.
Both clients now consistently share these stories to help their own clients engage with them on a deeper level.
Now, not every potential client will engage with these stories, and thats ok. Its ok on two levels. First and foremost your ECC is there for you. Your ECC is there to help you understand why you do what you do. Its there to help keep you on track for the difference you want to make.
A well crafted ECC helps you attract the clients who value the same things as you. This is important on many levels. It means you end up working with people you like. You enjoy your work more and you help create a message that your network can share on what differentiates you from your competitors. Also on a purely business level you have clients who stay longer and spend more.
This is why your ECC is most important to you before anyone else. Knowing your ECC leads to you understanding your why, which keeps you on track to living a full and engaged life.