Sounds like a simple question!
But it's not so easy to answer it in a way that'll get your potential clients interested in finding out more about your services.
The obvious answer is something like this: they're buying coaching or marketing services or massage or psychotherapy.
Yes, on a superficial level, in the end that's the service they'll get.
However to get someone interested enough to engage in a dialogue with you about you and your services, it takes a bit more digging.
First, let's look at what they DON'T buy:
- Clients don't buy WHAT you do or the facts around what you offer.
- Clients don't buy your process, HOW you do what you do. The process you go through doesn't interest them until they know how you can help.
These things play into their final decision but to encourage them to take the first step, they need to know the benefits or results they'll get from using your service.
It's your job as a business owner to be as clear as possible about these and communicate them clearly to your potential clients so they understand the value in finding out more.
When you build on that foundation, it becomes easier for them to make the decision to hire you.
Many of us run into two problems in this area:
- We make assumptions based on what WE know. We often give people the benefit of the doubt by thinking they know more than they do.
- We haven't taken the time to figure out what people are really buying from us. So we default to talking about ourselves, what we do and how we do it, the very things that potential clients are not interested in during those early stages of your interactions with them.
YET - the benefits are the parts they're least likely to understand until we spell it out for them.
If you try to sell only what you do or how you do it, you're making your potential client do all the work to figure out what they'll really get out of working with you. You don't want to make them work that hard because probably they won't.
Often this is where you lose good clients already. They walk away because they don't know why they should continue the conversation.
If you don't let them know what they'll get out of your work together, why should they bother?
You can do your part by digging into your business and discovering what's behind it, uncovering what you're really selling and what your ideal clients want to buy. The more precise, the better. Go here to read an article I wrote about the value of knowing your ideal client inside out.
If you need help with this, I have a module that helps you get your arms around this information in detail. To find out more, email me at Maggie@MyMarketingMessage.com or call me at 805 965 9173 and I'll tell you more.
Copyright 2015 Maggie Dennison