No one buys your service – they buy a solution to their problem. Have you ever clearly defined the #1 problem you solve for your clients? No matter what you say, think, or do – take the attention off of yourself, your business and your services. Every second of every day stay focused on clear, specific, and detailed solutions, benefits and advantages that appeal to your prospects. In other words, “what’s in it for them/”
Your work is to clearly define the root of your prospects’ problems and needs. How do you do this? Identify their Urgent Needs and Compelling Desires and then offer them an Investable Opportunity and you’ll be booked solid with clients in no time.
Now, Your Turn…take a few minutes to write these details down on paper:
- Develop a list that starts to identify what your clients are actually buying when they are buying your services. List what problems you solve for them.
- What are your clients’ Urgent Needs? (Hint: An urgent need is something a person wants to get away from, like not enough income, a bad staff person, a marketing plan that isn’t working.)
- What are your clients’ Compelling Desires? (Hint: A compelling desire is what the personwants to move toward, such as a six-figure income, a staff that works cohesively and well together, an automated marketing plan.)
- What Investable Opportunities are you offering your clients? (Hint: These are the products and services you offer prospective clients.) Do you need to make adjustments so you are offering opportunities at multiple price points?
Think in terms of 4 benefit categories: what are the Financial, Emotional, Physical and Spiritual benefits (FEPS) you offer?
After you’ve completed each exercise, review what you’ve discovered. Now, every time you communicate in person, through writing, on the Internet, in an advertisement, on the phone, etc… articulate and re-articulate these Urgent Needs and Compelling Desires. That’s why people buy what you’re selling!