I just wrapped up a Zoom call with a senior partner at a valued client firm. We discussed a program to clarify their firm’s core values—mastery, innovation, connection, and transparency—at their upcoming AGM in Madrid.
Today was meant to be all about business development—reminders, proposals, and offers. But during my Zoom call, something triggered a memory—one that reshaped how I coach professionals on selling and business growth.
A few years ago, I worked with a tax partner at a law firm who struggled to develop new business. Their main hesitation? They didn’t want to come across as too pushy, needy, or in violation of professional ethics.
In our first coaching session, I handed them a physical key and a padlock—along with the books and other resources I provide my clients.
I encouraged them to visualize themselves as a key—a problem-solver who unlocks value for their clients. And I asked them to see their prospect as a padlock—holding challenges, untapped potential, and needs waiting to be addressed.
If you enter a meeting seeing yourself as the key, you position yourself as a solution provider. The client naturally becomes receptive because they recognize you’re there to help them solve a problem, unlock a deadlock, and release their potential—not just to make a sale.
On the other hand, if you walk into a meeting projecting your own need—seeking revenue, securing a deal—you risk becoming the padlock, looking for a key. And guess what? Your prospect will sense it. Their natural reaction? Gatekeeping.
If they see you as someone trying to access their resources (time, money, attention), they’ll instinctively reject your offer, no matter how valuable it is.
Applying This to Business Development
This February, instead of playing catch-and-hide with time, I’m choosing to rise above the noise and do what I do best:
✔ Create programs that inspire professionals—helping them flourish as individuals and as part of high-impact teams.
✔ Communicate my UVP effectively—attracting law firms and professional service firms that truly value culture and team development.
✔ Engage with my ideal clients—listening to their challenges, sharing solutions, and seeing where my “keys” fit their “padlocks.”
So here’s my question to you:
📌 Have you ever experienced the key vs. padlock dynamic in your business interactions?
📌 Do you approach meetings as the key—or do you sometimes feel like the padlock?
Have you seen this play out in your own business interactions? Drop a comment below—I’d love to hear your insights!
Philippos