A couple of days ago I talked about focusing on results and not so much on what you do. So how can you start focusing on results and talking about what your ideal clients really want to hear from you? Here’s some simple steps you can take to get clear on exactly what you should be talking about to your prospects.
Get specific about what you really DO for clients: The Results! This is what your prospects really want to hear about. Not about the PROCESS of what you do, but what it is that your clients will receive as a benefit of working with you. Until you can tell people what’s in it for THEM to work with you, they’re not going to pay attention to you or what you have to say. I’m sure you’ve all heard the phrase “features vs benefits,” but maybe you’ve really never known what it means or how exactly to apply that to your business to get clients. Well, a FEATURE would be things like your product’s color, size, shape, usage or capacity, etc. A BENEFIT or RESULT is what that product or service does for you – its SOLUTION. For ex, it helps you lose weight, it saves you time, makes you more money, helps you get more clients, solves your particular frustration, ends that ongoing back pain you’ve been struggling with. These – the RESULTS – are what you want to focus on when describing what you really DO for your clients or customers, not the features or how you do it.
Focus on the Top Ten Reasons People Buy. According to Jim Edwards’ and David Garfinkel’s ebook, “Ebook Secrets Exposed,” there are 10 reasons, results or benefits that make people buy. So you want to focus in on the motivators that are appropriate to your business, and make sure you’re addressing those reasons when you talk (market) to prospective clients. So here are the top 10 most powerful motivators – see which ones are applicable to your business.
Figure out who your competitors are and what makes you unique. Get very clear on who works to get the same results with clients as you do, essentially who’s going after the same market. In other words, “Who do you lose business to on a regular basis?” Start making a list. Now look at this list and start thinking about what sets you and your business apart from these competitors? What is your USP (Unique Selling Proposition)? Take some time to think about what you offer as opposed to what your competitors offer and write this down. Then work on being able to clearly communicate your USP, your uniqueness whenever you speak to a potential client.
The BIG WOW – make your business truly noticeable and start adding value with “client extras.” Think about how you could make your business so remarkable, so unusual, and exactly what your clients or customers wanted, that clients and prospects can’t help but talk about you, recommend you, and want to work with you. If you’re stuck on what this might be, then ask your current clients or customers to see what they say. Your big wow could be something like your customer service, or your turnaround time, or going above and beyond what the clients would even think to expect. Those extra little touches, that big wow – that is what will get people talking to other people about why your business is so great. Also think about what little extra special touches you can add to your business. A “client extra” is something you offer, at no additional cost that is of great value to the recipient. So some examples could be – open office hours one day a week to answer any questions at no extra cost, a hot lunch in your office’s waiting room, free articles, free attendance to a workshop, quarterly mastermind groups, etc. Once you have some of these ideas, put them in your marketing materials. This is all part of creating that uniqueness that will make you stand apart from your competitors.
Finally, get clear on your Niche and your Expertise. One thing to remember is that a niche doesn’t always have to do with a particular type of client. It can sometimes be about a particular situation you solve or some RESULT at which you’re considered an expert. For example – my niche is helping service based entrepreneurs accelerate their online marketing success and get the results they want faster than they ever imagined. Another example is a graphic designer who is know for delivering graphic design projects in one day or someone who’s known for lowering your phone bill up to 90%. Also, the clearer you are about this niche or expertise you have, the more clients will seek you out, the more referrals you’ll receive and the more money you will make. Another benefit of coming up with a niche and thinking “small” rather than thinking “wide,” is that experts are sought after more than generalists, they get paid more by the hour, and they get better results for their clients.
So get started. Start thinking about your USP, how you can “WOW” your clients, and what special RESULTS or EXPERTISE you bring to the table. By focusing on the results of what you do, you’ll start attracting those ideal clients and getting more clients online!
Have a great day!
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Great site! much appreciated.
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