Successful Marketing is All About the Relationship
Do you know what your gifts are, your special talent? Is there
something you love to do so much, you would do it for free? Whatever
that gift is, you are the only one doing it. There might be other’s who
do similar things, but no one is doing it quite the way you are. Your
perceptions and your experience, makes your way of providing that
Getting to the point where you are ready to share your talents and gifts with others is a journey. Maybe you always had a strong vision. Or you continued to refine your gifts over time. Are you committed to doing whatever it takes to build your practice?
Choosing to help others by being of service is valuable and rewarding. Do not underestimate the value you bring to others. Just because you are doing something which comes naturally and is so easy for you to do, does not decrease its value. Actually it increases the value. You have years of experience, knowledge and intuition which allows you to easily find solutions for your clients.
There is a difference between the technical part of your practice and the benefit you provide. The technical part is the approach you use, the location and tools of your trade. You understand what you are talking about, but your prospect is not very concerned about those details.
Think about it. Step into the shoes of your prospect and look at it from her eyes. You want to know how you will benefit by working with this person. Craft everything you do to let your prospect know how much better things will be by working with you. Reflect on the question about being a problem solver and what specific problems you know how to resolve.
When networking or at social events, so often you are asked “What do you do?” Stop for a moment and hold back from your usual response. Instead really get their attention by talking about your ideal client, what their struggle is and the solution you provide.
“I work with solo business owners who are really good at what they do, but have difficulty with marketing themselves and telling others about their services. As a result, there is always a struggle to grow their practice. I help to develop a winning mindset for them to grow their practice with confidence. By turning a negative into a positive they have more clients, more money and more free time.”
The service you provide and the actual benefit your clients might receive from working with you are two different things. This is valuable information for you to have. If you are not sure how your clients benefit, ask them. The response might be an eye-opener, giving you additional insights for your practice. More than likely, they will be happy to share this information with you.
When I first started my practice, I expected clients to be flocking to me. In my naiveté I believed if I opened my doors for business, clients would magically appear. Envisioning my business would be like the “Field of Dreams”, build it and they would come. This is the same as using Law of Attraction to manifest a goal, but never taking action. There is a one, two process for success. Create a clear intention and purpose. Next take action for transforming your goals into a reality.
Know what service you are offering. Don’t get caught up with the words and trying to make it perfect. Avoid spending a lot of time in your head, looking for the right formula. When you over-think something, you are procrastinating. This is not very client attractive.
In the beginning I made this same mistake. I focused on the technical aspects of my practice, the nuts and bolts of what I do. Basically, no one really cares. What my clients really wanted to know was how they would benefit from working with me.
“People don’t care how much you know, until they know how much you care.” Theodore Roosevelt
Stepping out of the box of how I viewed myself, I began to look at the results. I had a huge “aha” moment. It was significant. What I did was start at the end with the results and then work my way back. By focusing on the results, I changed everything about my presentation, my elevator speech and my pricing. Instead of talking about me, I began talking about you. By focusing on what a potential client received from working with me, created an emotional connection. I became the problem solver and the solution for the pain they were experiencing.
Choose to get out of your head and connect with your heart. If you were to begin talking from your heart about your talents and how you have been of service to others, what would you say? Really think about your passions and the way you are being of service. At the end of the day, how do your clients benefit from working with you?
What you do is special and you have an obligation to let others know how you can be of service to them. I firmly believe this is an obligation. When you are talking with someone who is your ideal client, educate them about the benefits from working with you.
I am not talking about being “salesy” or pushy. Selling yourself like a used car salesman is not very client attractive. When you are connecting with your ideal client, the best approach to take is one of service. Be genuine. Tell a story of how your clients benefit from your gifts.
What do you offer and how do you provide solutions to their biggest problems? If you don’t let others know what you are doing, then those people will suffer. Suffer is a strong term. Consider the fact they will continue to be struggling with a problem; one where you have the solution.
If you have the solution, let them know. Realize you have a responsibility to educate your potential client about the services you provide and how you can solve her problem. How else would she know you might have the special talents or gifts which could help solve her problem? It is your responsibility to let her know about your skills and services in order to help her.
Activity: 1. Describe the client you work with the best.
2. What service do you provide for your client?
3. Describe the main problem you help your client solve? What do they receive when working with you?
4. Now let’s put it all together for your elevator speech:
''I work with _______________________ (mention your ideal client) often struggle with______________________
(client''s problem) I _________ (how do you help your clients) so that they ______________________________.'' (what are the results they receive from working with you)
5. Play with this, try several variations. Practice this and see how it sounds. Try it out with someone you know and ask them for feedback. You want to be able to do this easily and naturally.
6. Be open to change. This is a work in progress.