The two questions that come to mind are:
- What is the #1 biggest result you help your clients get?
- What is their return on investment?
If your potential clients are going to purchase your services and products, they must see them as investable opportunities; they must feel that the return they receive is greater than the investment they made. What kind of products and services could you provide to this market that helps them get the results they want? These have to be in line with what they need and desire.
Your target market may have lots of desires but there should be one big result you help them get. The secret to having a successful business is to know what your clients want.
So, rather than talking about what you do, focus instead on the clear, specific and detailed solutions that solve your clients’ problems. People aren’t buying what you do. The science, technique, or technical name that you use won’t get clients to hire you. Clients who understand the distinct benefits and advantages you offer will jump at the chance to work with you.
Michael Port, author of Book Yourself Solid, says “start by identifying your clients’ urgent needs and compelling desires, offer investable opportunities that meet those needs and desires and you’ll be booked solid in no time.”