Fight for your RIGHTS

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Following on from yesterday's article, in this part two, public speaker, coach and author, Roger Ellerton explains how a simple acronym can help improve your client engagement:

I have found that specifying your client’s most important needs and values in terms of the acronym ‘RIGHTS’ can stimulate your thought processes, encourage you to take a more concerted look at their needs and values, and help you remember what is important to your client.

Use this profile to refresh your memory about each client, and modify it as you repeatedly meet and focus on their specific needs. By refining this profile, you will improve the way you interact with your clients, increase your closing success rate, and receive more referrals.

+ Risk (minimisation)
+ Reduce (costs)
+ Respect (their viewpoint)
+ Responsive (to their needs)

Information (on finances or how to better handle their needs)

Guarantees (plan for a specific period of time)
+ Green (environmental priorities, such as electronic rather than paper documents)

Health (reduced stress)
+ Helpful (quality service)
+ Heard and feels understood

Time (meetings are convenient)
+ Time (to settle finances)
+ Timely (response to requests)

Safety (affordable payments)
+ Savings (money)
+ Satisfaction (with process and results)

Assessing your clients’ needs using the acronym RIGHTS can help you understand their point of view. For each client, identify at least one key need or value for each letter that is most important to your client. By doing this, you can build up a quick profile of that client.


Equally important is how your client expresses their RIGHTS. Each one of us experiences the world around us in our own unique way; that is, we tend to focus on certain types of information to the exclusion of others. For example, some people focus on what they want to achieve; others are more interested in avoiding potential problems.

With the former, you would emphasise how your proposed solution would help them to achieve what they want. With the latter, you would point out how your proposed solution would allow them to avoid potential problems.

Roger Ellerton is a public speaker, coach and author. This article is based on his book, Win-Win Influence: How to Enhance Your Personal and Business Relationships. For more information, see