| During a recent radio interview, I shared one of | | | | that, if implemented, will quickly set you apart |
| the biggest mistakes I see self-employed people | | | | from others in your field. So at the very least, |
| making - believing you are in business to sell your | | | | ask what they appreciate most about your |
| products and services. I was asked why I | | | | products/services. This way you can turn up the |
| considered that such a big mistake since it seems | | | | volume on what people most appreciate or value. |
| like any small business owner would indeed be in | | | | You're selling a solution: |
| business to sell their products and services. Here's | | | | A lot of small business owners talk about the |
| why I see it as a mistake... | | | | features of their services. That's when it's all |
| During a recent radio interview, I shared one of | | | | about you and what you have to offer. A web |
| the biggest mistakes I see small business owners | | | | designer talks about all the stuff they do to |
| making - believing you are in business to sell your | | | | produce a great web site. A copywriter talks |
| products and services. I was asked why I | | | | about the great brochure they can create. A |
| considered that such a big mistake since it seems | | | | virtual assistant talks about all of the tasks they |
| like any small business owner would indeed be in | | | | can complete. A real estate agent talks about |
| business to sell their products and services. | | | | how many homes they've sold. But people show |
| Here's why I see it as a mistake - your prospects | | | | up for a completely different reason. They show |
| and clients aren't waking up in the middle of the | | | | up for solutions. And the more you sell solutions, |
| night focused on your products and services. | | | | the more you attract clients. |
| Though it would be really cool if they were, right? | | | | Solutions = Results: |
| The key then, is to tap into what they ARE | | | | So what are those solutions? I hire a web |
| waking up in the night thinking about in your area | | | | designer to achieve a particular result - to attract |
| of expertise. When you can truly resonate with | | | | more customers. I hire a virtual assistant to |
| the key pains, frustrations, and desires of your | | | | relieve the stress of trying to do it all myself. I |
| target market, that's when you begin to attract | | | | hire a copywriter to produce something that |
| LOTS of clients. We all started our small | | | | increases sales. I hire a real-estate agent either to |
| businesses to help people through the products | | | | get my house sold fast and at the highest price, |
| and services we offer. But we can't help if we | | | | or to buy a fantastic new house at the lowest |
| are not tuned into what people really want and | | | | price possible. Sometimes, as a real estate agent, |
| what they need help with. | | | | you're selling "a great yard for the kids" because |
| So here's the truth about what you're really selling: | | | | that's the #1 focus of your client. The more you |
| You're selling an experience: | | | | talk about the solution and the benefits to your |
| When customers show up to do business with | | | | customer (vs what you do), the more you |
| you, they're looking for an experience. Your job is | | | | attract prospects and clients. Because that's what |
| to find out what that experience is and deliver it. | | | | they're thinking about. |
| It may be high quality products/service, fast | | | | So the key is to uncover the real solutions, |
| response time, guarantees, a certain type of | | | | desires, and benefits to the people you want to |
| atmosphere, excellent customer service, etc. | | | | help in business. And you do this simply by asking. |
| They have some expectations about doing | | | | We must become much more curious and ask a |
| business with you and if you get really curious | | | | lot more questions of our clients/prospects. A |
| with your prospects and customers, you'll uncover | | | | great question to ask is: What are you hoping to |
| expectations that you can then deliver to boost | | | | achieve as a result of working with me? Then |
| sales and also referrals. | | | | listen. Ask them to tell you more and listen again. |
| It's not that you have to meet every | | | | Listen very carefully and you may just uncover a |
| expectation, by the way, as some may be | | | | goldmine of powerful marketing language for your |
| unrealistic. But don't be quick to dismiss them as | | | | business. |
| unrealistic either. You may get some information | | | | |