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Business Has Nothing To Do With You - It's All About The Client

Guest post by: Andrew Ludlam

Article Overview: If you want your business to stand out, if you want to raise yourself above the competition then you must start with the most important and key element in your business: the client. You need to truly understand your clients... Who they are and critically why they would want to buy from you. So with this in mind, this article discusses a key business building principle that every company should live by: It’s all the about the client, and not about you.

Business Has Nothing To Do With You - It's All About The Client

As a business owner you must quickly establish that business, truly, has nothing to do with you. I often refer to this whole concept as the 'Missing Link' simply because I often see businesses put out marketing messages and collateral which essentially does not speak directly with their audience. There is often something missing: a true understanding of their market and what it wants. You see, now more than ever, as customers we all have so many more choices and options. Or let's put it another: your prospect has so many more options. Therefore if the marketing message you use, doesn't talk to them directly - doesn't address, or recognise their problem in a compelling and persuasive manner - they will go elsewhere. Similarly, every time you run an advert, send out a piece of direct mail or put up a web page; so is your competition. Someone, somewhere, is competing for your prospect's time and/or money. Now this isn't meant to be all 'doom and gloom', I simply want you to recognise what you're up against, and especially if you continue to market your business from your point of view.

The key is to see your business, and in particular what you're offering, from your client's point of view. Ultimately, your client carries one question, and only one question around with them when they consider your product or service, "What's in it for me?", or "How does this product or service solve my problems..?".

Yes, it's commonsense, but not always commonplace.

Your prospect only cares about one thing: his or herself. It's human nature; it's how we 'work'. However, whenever I review a client's marketing materials, or review their approach to generating and converting leads, it's amazing how many business owners still adopt the approach of what I call 'ME-ME-ME marketing'. The content of their message is essentially all about them, and all about how great they are. Let me give you a very practical and pertinent example...

Recently I was invited to run a seminar for a local business networking organisation. At the end of the presentation, one of the audience members came up to me to introduce himself. After telling me how much he liked the presentation, I went to ask him about himself, what business he was in etc:

"Well I've been in sales for over 20 years now, working mainly in the finance sector. In fact, before I decided to start my own business, I was the top salesman in my company. I was setting records all over the place! In fact, to date, nobody has ever beaten my targets in the last 7 years. I think the company was really sorry to see me go".

So on and so forth. However after he left, I really only had one thought: I wouldn't want you working for me! Why? His credentials were enviable. However, not once, did he talk about why his background, abilities, skills etc were important to me! You might be the very best in your field, but it means nothing... Unless, it means something to your prospect.

You must imbue all of your marketing with a sense of truly understanding and knowing your client. As Peter Drucker once said, "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." If you only remember one thing after reading this article, remember this critical business building principle: business is all about the client.

So how does this relate to position yourself as an authority in your field? It's fundamental; fundamental to how you conduct yourself, and how you conduct business with your market.

Think about this; 'experts' truly understand their market. Experts 'get' their clients, and at a very deep level; they truly appreciate and know their market. So ultimately by knowing that business is all about the client, you position yourself as a credible and trustworthy choice in your field. You see once you understand this, know this and most importantly of all, apply this, then the strategies and tactics needed to ensure you better position yourself as authority in your industry, follow suit.

Remember, your potential client comes to you with their own set of prejudices, experiences (both good and bad) and assumptions. For example, as a 'prospect' these are just some of the concerns and doubts going through my mind, as I'm deciding whether to use your company:

• First, I feel that I'm taking a personal risk: will your product or service actually work? I'm actually giving up some degree of control.
• I'm sceptical. Okay, you tell me your product or service is perfect for my needs, but then you would say that. Will it really work? Will it really do the job?
• I'm feeling insecure. Since I'm not great at distinguishing the geniuses from the also-rans, I'm concerned I might make the wrong decision!
• Potentially I might feel a little threatened, as you may be working on something that I should really be able to do myself, but for whatever reason I'm unable to do so.

The thing is, I'm almost certain these are exactly the kinds of thoughts running through your head, whenever you decide to engage the services of a company. For example, you're house needs rewiring, so you start to source a local electrician. Suddenly you have all kinds of concerns -- and the company that already pre-empts these, or say, addresses these directly in their copy; ethically, substantively... and most of all persuasively, will win your business.

As mentioned previously, commonsense but not always commonplace.

So what is the solution, and how can you both, imbue all of your marketing with a sense of truly understanding and knowing your client, whilst positioning yourself as an expert in your industry, niche or sector.

Firstly, I would recommend you gather together all of your current marketing materials. Look over these as objectively as possible, and ask yourself, "Do I truly speak directly to the client, about the client and for the client - or - is the message I'm offering all about me?". This is the first and simple step. You might be clearly articulating a difference to the market; however, it must mean something to the market. Many marketing messages I see are feature-led, as opposed to being full with benefit orientated copy that speaks directly with the prospect.

Secondly - when I visit your website, read your emails, or look at your marketing literature; is it clear that you know your sector? In other words, do you offer an education to your audience, and not just a sales message? Remember 'experts' don't need to sell, at least not initially. Include articles, reports, guides - offer your market something of stand-alone value. In other words: educate first, sell second.

Thirdly - and this is essential - understand that your client never actual buys your product or service: they are buying the result of that product or service. So again, appreciate the fact that they have no real interest in what you do, it's what you can do for them, that is the key. So when crafting your marketing materials talk in terms of 'outcomes'; what the client will be left with, after they have engaged your services or used your product.

Notice how both these very simple strategies will start to help you be regarded as the preferred choice. It's by no means all of the answer, but it's a very good starting point; and something your competitors will not be addressing. Whilst they simply talk about themselves, and how great they are; you on the other hand, will demonstrate and purposely articulate, a deep understanding and appreciation for your client - which ultimately is all that matters.

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Article Tags: business building, customer service, marketing, marketing consultancy, marketing consultant, marketing strategy



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