Do You See Through Your Client's Eyes?
Do You See Through Your Client's Eyes?
You can imagine that information about how long you have been in business or why you started your company isn’t the most intriguing introduction. So why do so many business owners do it?
I know you love what you do and you’re crazy about your business, me too! It’s just that most other people, including prospective clients, aren’t thinking about your business. They are concerned with their own lives and what is important to them.
Think about what you prefer when you are in the position of a being a client. Would you rather learn about the background of the business or would you like to hear about how the business can serve you? What we all really want to know is, ‘what’s in it for me’ (sometimes referred to as tuning into radio station WIFM).
This quote by John C. Maxwell sums it all up: “People don’t care how much you know -- until they know how much you care.”
So how can you know what your clients care about? Simply put yourself in your client’s shoes and imagine what it is they want to know. Think about what issues they are facing and what they need.
If you don’t know what your clients are thinking, you need to find out. The best way to find out is to listen to what your clients are already telling you. You can also ask them directly or with a survey.
Once you know the situation your potential clients are in, you can address it and share how your business can support them. Speak directly to them and let them see that you understand their situation and how your business can help.
Here’s an example to show the difference between the perspectives of the business owner and the client:
* Perspective of the Business Owner – We are a talented group of tax consultants who have been in business for 12 years. Our company prides itself on delivering outstanding services to small business owners. Our consultants are experts in advising on the appropriate tax services and we strive to deliver value throughout the process.
* Perspective of the Client – Are you a small business owner who would love to never have to file a tax report again? If you would like to spend more time on your core business and end the frustration that comes with filing taxes we would love to talk with you. Our clients feel confident and relaxed knowing that they don’t have to worry about penalties, mistakes or missed deductions.
Can you feel the difference? Which company would you hire to do the taxes for your business?
Implement the perspective of your clients into all of your communication, written and verbal. Think about reducing words like ‘us’ and ‘we’ and use words like ‘you’ and ‘your’ more often. You can also use questions in your copy to help potential clients identify themselves like the first sentence of the Perspective of the Client example above.
Look closely at all of your communication and see where you can make some changes. Think about areas like:
Written Words (copy)
- Website
- Letters
- E-mails
- Brochures
- Business card (always use the back)
Spoken Words
- Networking
- Telephone conversations
- Speaking
- Videos
Make the shift, turn it around and think about your business from your client’s point of view. Then get into action and change the words you write and the words you speak when communicating what your business offers.
Not only will your clients find this much more attractive, it makes doing business a lot easier for you.
© Stephanie Ward, 2007
Do You See Through Your Clients Eyes - To learn more about this author, visit Stephanie Ward's Website.
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It’s a big shock to realize that no one really cares about your business, at least in the beginning of the process. What people do care about, and want to know, is what your business can do for them.
You can imagine that information about how long you have been in business or why you started your company isn’t the most intriguing introduction. So why do so many business owners do it?
I know you love what you do and you’re crazy about your business, me too! It’s just that most other people, including prospective clients, aren’t thinking about your business. They are concerned with their own lives and what is important to them.
Think about what you prefer when you are in the position of a being a client. Would you rather learn about the background of the business or would you like to hear about how the business can serve you? What we all really want to know is, ‘what’s in it for me’ (sometimes referred to as tuning into radio station WIFM).
This quote by John C. Maxwell sums it all up: “People don’t care how much you know -- until they know how much you care.”
So how can you know what your clients care about? Simply put yourself in your client’s shoes and imagine what it is they want to know. Think about what issues they are facing and what they need.
If you don’t know what your clients are thinking, you need to find out. The best way to find out is to listen to what your clients are already telling you. You can also ask them directly or with a survey.
Once you know the situation your potential clients are in, you can address it and share how your business can support them. Speak directly to them and let them see that you understand their situation and how your business can help.
Here’s an example to show the difference between the perspectives of the business owner and the client:
* Perspective of the Business Owner – We are a talented group of tax consultants who have been in business for 12 years. Our company prides itself on delivering outstanding services to small business owners. Our consultants are experts in advising on the appropriate tax services and we strive to deliver value throughout the process.
* Perspective of the Client – Are you a small business owner who would love to never have to file a tax report again? If you would like to spend more time on your core business and end the frustration that comes with filing taxes we would love to talk with you. Our clients feel confident and relaxed knowing that they don’t have to worry about penalties, mistakes or missed deductions.
Can you feel the difference? Which company would you hire to do the taxes for your business?
Implement the perspective of your clients into all of your communication, written and verbal. Think about reducing words like ‘us’ and ‘we’ and use words like ‘you’ and ‘your’ more often. You can also use questions in your copy to help potential clients identify themselves like the first sentence of the Perspective of the Client example above.
Look closely at all of your communication and see where you can make some changes. Think about areas like:
Written Words (copy)
- Website
- Letters
- E-mails
- Brochures
- Business card (always use the back)
Spoken Words
- Networking
- Telephone conversations
- Speaking
- Videos
Make the shift, turn it around and think about your business from your client’s point of view. Then get into action and change the words you write and the words you speak when communicating what your business offers.
Not only will your clients find this much more attractive, it makes doing business a lot easier for you.
© Stephanie Ward, 2007
Do You See Through Your Clients Eyes - To learn more about this author, visit Stephanie Ward's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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