Too many people like to talk about their FEATURES when they address their clients. The thing is, you need to be empowered by – and tout – your BENEFITS. This is your value to your clients – and what they really want. That’s what makes you Unique. You might be tempted to tell a potential client about your training, about your product and the fantastic ingredients, about your advanced degrees…but is that what will lead them to Know, Like, and Trust you … and, of course, choose you to be their purveyor of whatever it is that you are “purveying” over other competitors?
Specifically, over all your competitors, what do you offer your clients:
What does this look like? If you’re providing Organizational Services, you could say that you offer a clean closet in 20 minutes. Or, you could say that your clients will be able to breathe better (physically) because they aren’t surrounded by their clutter any more, that you will help them emotionally disattach from old energies…you get the pictures. Speak to what they REALLY get – and it’s not about that clean closet, ESPECIALLY if you want to charge $200 an hour for it!
I went to a great talk by Chris King, The MarketingAlchemist.com, this evening on this subject. He’s really entertaining – you should check out his videos. (Though he does marketing for health care professionals, what he has to say is applicable to anyone.) How would you answer those questions? Do you only “think” that your clients get one or two of those 4 benefits? For example, if you’re a financial advisor, perhaps you can easily name the Financial benefits they would receive from you, and even Emotional (peace of mind), but what about the Physical benefits to them? Spiritual?
In the Financial Advisor case, Physically, it’s quite possible that your clients are carrying a lot of stress in their bodies due to their Financial issues. Stress has actual Physical manifestations. And Spiritually, you can give them a better Quality of Life – and time to pay attention to their Life Purpose rather than their Money.
Same could go for your clients or customers. If you’re an employee, by the way, your “customer” is likely your boss (not the customers of the company that you work for – because though you indirectly serve them, you really are doing your job “for” your boss). If you are self-employed or have a business, then it’s the people you directly serve.
Remember, you must be clear on who you want to serve to know whose language you need to speak. You need to know what you provide to them (the BENEFITS, not the FEATURES), and who they are (their LANGUAGE, not yours). What makes them comfortable?